I just want to begin this article by saying that I’ve always appreciated the kind of football player Steelers receiver JuJu Smith-Schuster has been since Pittsburgh drafted him in the second round in 2017. But while JuJu the football player has been a treat, JuJu the brand developer has simply been exhausting. He’s too worried about TikTok dances and talking trash with the Browns to really focus on his craft. Quite frankly—and while I’ll always cherish that night in Cincinnati when he knocked Vontaze Burfict into the following week—I’m glad Smith-Schuster is entering free agency.