A lot of us endure setbacks in life, but few are lower than what a 15-year-old aspiring athlete experienced when he heard his mother’s parting words as he walked out the door with his worldly possessions in one small duffel bag: “I wish you’d never been born.” Little did he know, those would be freeing ones.

Sam Bracken eventually forgave his mother for that comment and choices she made that hurt him as a child. He realized that her following words that day – that he’d one day thank her, were in fact, true.

The book, “My Orange Duffel Bag; a Journey to Radical Change” is a creative, uplifting work of art in words, pictures and design. It is a combination story about Bracken’s difficult childhood to his realization that he had to change if he wanted to live. It spotlights his emergence as a standout football player and honors graduate at Georgia Tech, and follows his decision not to pursue his initial desire to play in the NFL, but to help others. It is also a guidebook of sorts, with questions that provoke and challenge those who want to change in their lives.

Bracken grew up in Las Vegas and was abused physically and emotionally. His neighbors and family’s friends were drug dealers, mobsters and members of motorcycle gangs, and drugs, alcohol and pornography greeted him instead of milk and cookies when he returned from school each day. He was shuffled among family members because his mother worked multiple jobs. It wasn’t long before he found himself going down a dangerous life path when a profound desire to live differently pulled him from the edge. Like many, sports were his salvation, but unlike other people, they would prove just one route toward his now positive, productive and inspired life.

How this man achieved success as a football player at Georgia Tech, then as a businessman, father, mentor and author are as miraculous as any story many of us will ever hear or read.

I learned about “My Orange Duffel Bag” and Bracken during a happenstance meeting with co-author Echo Garrett in New York nearly four years ago. When I told her I publicized authors and my business emphasis was as a sports publicist, her eyes lit up almost as brightly as her locks of red hair. She told me about her work with a former athlete whose story would blow minds. Michael Oher’s story was on the public docket and while she used a few words to compare Bracken’s transformation to the star of “The Blind Side” and member of the NFL’s Baltimore Ravens, she assured me that the Georgia Tech alumnus’ story would inspire in a different way.

Slow-forward to 2010 when I received the finished product that wowed me. Garrett had emailed me a pre-published PDF of “My Orange Duffel Bag” and that completely inspired and impressed, but I could see that the finished product would attract people far beyond those with sports interests. In fact, I found that sports could be a launching pad to dozens of audiences and great achievements, which it and a foundation created in tandem with the book, has done because of Bracken’s and Garrett’s work.

As for the sports element, “My Orange Duffel Bag” in its simplest form is about a teenage boy’s goal to be the best-ever football player to escape the purgatory that was his home life. It tells of his growth, experimentation and eventual goals, which led to trusted relationships and connections that now form his life.

Bracken woke up one day in his early teens and decided that he wanted better for himself than what he saw around him. An eventual bond with then Georgia Tech football coach Bill Curry would be Bracken’s inspiration and guiding spirit.

When young Bracken realized his talent and speed, he set out to play football for Brigham Young University, where he was promised a scholarship. After he graduated high school, however, he learned that the “promised” scholarship went to someone else. He maintained that he wanted to play Division I football and get a quality education at BYU, so he elected to work out with the Cougars and walk on. Again, his dreams took a hit with a knee injury during a high school all-star game. On the verge of seeing everything slip away, two health care specialists encouraged Bracken to stay the course on his desired road to play football and earn a respected degree. They sent game film and letters to which 10 schools contacted Bracken. Only Georgia Tech offered him a scholarship. Not only did Bracken start for Georgia Tech, but he also helped lead a team that logged the school’s best record in 20 years.

Oh, the orange duffel bag…When Bracken arrived in Atlanta from Las Vegas, all had with him was an orange duffel bag that his mother gave him before he attended football camp a few years prior. That and its contents – t-shirts, underwear and an extra pair of jeans — was telling in more than one way. He wanted to travel lightly, but also wished to let go of the past. He jumped into college life and subsequently, adulthood, devoid of the negative words and actions that dominated his childhood.

When we consider, per a statistic in the book, that of the more than 1 million high school football players only .01 percent score a Division I football scholarship, Bracken became a force with which to be reckoned.  I would add that such force – a determination – continues today and thanks to Bracken’s sharing his story, will help guide others, as well.

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About Gail Sideman

Twenty years of public relations experience, including 10 in NCAA Division I sports information during which she received national awards for her work, have helped Gail Sideman emerge as a nationally-respected publicity professional in sports, social media and publishing. She is also a veteran support staffer of sports television crews for events that include the NFL, NBA, MLB, NCAA regular and postseason and others. You may learn more information about Sideman's business at www.publiside.com or follow her at www.twitter.com/PUBLISIDE and www.facebook.com/gail.sideman.

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Do you ever wonder who is responsible for all the communications between players and coaches on the sideline and in the press box? What about the stadium video board and all of the stadiums sound systems? Tom Kansaro is one of 32 people across the NFL who handles this massive job. Check out his interview with Matt Crevin of Voice of the Box to learn more.

About Matt Crevin

If you are passionate about pursuing a career in the sports industry and want to discover how top level insiders got their start, connect with Matt today. Matt provides a unique look into the careers of many sports industry executives, revealing their success stories, advice and techniques you can put to use as part of your search strategy. Collaborate with Matt and start listening, learning, creating and executing your own action plan! Equipped with business background and sports insider’s knowledge, Matt is ready to share his passion and knowledge with you! He delivers to his individual clients a unique process and format which gives sports industry hopefuls a unique look into the numerous career opportunities available in the sports industry and more importantly how to position yourself to break in.

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Super Bowl XLIV is a mere memory now. Faint echoes of “Who Dat” ring in our ears. We’ve seen a Brees blow through and we’ve seen the burning Bush. For fans, the season is over and we’re wondering what to do on Sunday afternoons. We could relive the season by watching games of our favorite teams on DVD but it just doesn’t hold the same magic. We could spend our days anticipating the draft or go on a hot wing fast in defiance of another season ending. We could turn our attention to other sports but football is football.

However, the end of a season often means the end of a pro player’s football life. Often, the end comes sooner than later due to an injury or just being cut from the roster. Other players, after a long and illustrious career, decide to hang up their helmet to preserve the remaining strength of their bodies.

What happens to any one of the 1,900 players once the NFL spotlight party ends, and they’re just a “regular” person?

How do their bodies cope from the myriad of hard hits they gave and received during their career?

Does a metamorphosis take place in their attitude toward winning, or does that same intensity and self-confidence translate into the corporate or entrepreneurial world?

According to Bob LaMonte, author of Winning the NFL Way, “Within five years of leaving the league, 75% of NFL players end up either broke, divorced, or unemployed.” Sad statistic and I don’t want to believe it. But, alas, it doesn’t mean it’s not true. Many are addicted to painkillers, alcohol, or drugs, and facing bankruptcy and depression. Many players whose sole identity is wrapped up in being in the spotlight will have a difficult time adjusting to an everyday life of anonymity. One former player likens it to going from CEO, back to the mailroom.

Fred Vinson, former Cornerback for the Green Bay Packers states, “If you don’t have a strong self-identity before the NFL, you’ll have a harder time establishing one afterward.”

In 1956, to help aid the transition, the NFL established the NFL Players Association, a union to assure that the rights of players are protected. The Player Development division of each team encourages players to start businesses of their own, even during playing years. The program focuses on four primary programs: Continuing Education, Financial Education, Career Internships, and Player Assistance Services. Players are encouraged to invest and plan well for their 40-year post-football life.

For every story of post-football defeat, there are many more success stories. If you browse NFL profiles on LinkedIn, Prolebrity, or Google, you’ll see just how many former players are translating their winning attitude and work ethics into victorious combinations in business and life. The same self-confidence that helped them excel as pro players now helps them excel in their careers.

A lot of the former players I communicate with manifest that same exuberant passion for their current position in life; whether it’s financial services, non-profits, web design/SEO, or promoting their kicking school. To combat the beatings their bodies took during football, they maintain the relentless pursuit of muscular, strong bodies and healthy lifestyles. The defining difference between floundering former players and successful former players is attitude. Attitude is everything and it’s a choice we all make a million times a day…everyday.

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Michelle Hill, owner of Winning Proof, writes press releases, blog posts, brochures, and website content for fitness and sports-related companies. Her mission is to help fitness professionals and athletes achieve a greater level of success in their entrepreneurial endeavors with her writing expertise. Feel free to learn more and connect with her here.

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About Michelle Hill

Michelle Hill, the Strong Copy Quarterback for Winning Proof, is a sports and fitness copywriter. My mission is to help pro athletes, coaches, and sports agents increase their success score in their entrepreneurial endeavors with my writing expertise and creative turn of mind.I write website content, client letters, media pitch letters, sponsorship proposals, and brochures for sports-related companies. www.winningproof.com

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A few days ago a reporter called and asked how I would advise a professional athlete if he wanted to endorse a hot-button topic in a forum as big as a Super Bowl audience.

My answer was not textbook public relations.

(I will reveal the outlet and topic upon its publication).

The reasons that athletes and coaches endorse products and services are as varied as the people themselves. Some do it because they patronize and truly believe in said organizations. Others pitch products because it fattens their bank accounts; some make themselves available for endorsements to keep their face in front of possible post-sports employers.

That’s the people portion of Super Bowl advertising. There’s the business side that pays big dollars to get noticed during the most popular sports event of the year. How they deliver their messages can enhance or break their brands.

Among the most discussed people during the weeks leading up to the Super Bowl isn’t even playing, and yet his image is being bantered among fans and foes alike. Former University of Florida quarterback, Tim Tebow, is slated to appear in a commercial for the conservative Christian group, Focus on the Family, during the National Football League’s grand finale. There is a huge uproar from pro-choice groups over the scheduled airing of a commercial that preaches the opposite. Will this damage Tebow’s brand going forward? Will it affect the opinions or actions of NFL teams that want to draft him?

To be sure, controversy is not new to paid advertising, but it seldom, if ever, surfaces during an event that’s known for its cutting-edge creativity and humor-infused breaks. This year it seems to be playing an extra period:

Audi’s scheduled Super Bowl commercial is attracting criticism for its message that conjures up memories of Nazi Germany. The German luxury automaker produced commercials that feature the “Green Police” – people who don forest green officers’ uniforms and provide tips about saving energy. The controversy lies in the historical meaning of The Green Police. A group by the same name referred to the German Order Police, which housed a battalion that was instrumental in sending Jews, Poles and Gypsies to concentration camps during World War II, according to the Jewish Virtual Library.

Not to be forgotten among the controversial messages are those that didn’t make the cut. Gay dating website Mancrunch.com’s 30-second commercial was reportedly not approved by CBS, the network that will broadcast this year’s Super Bowl.

All of these messages, whether approved for air or not, communicate personalities of people, products and businesses. Will the misguided message of Audi affect the way people perceive the automaker’s brand and thus, sales? Will Tebow’s draft stock change because he’s willing to speak publicly about an emotionally charged topic? Has CBS set a double standard by approving the Focus on the Family ad and not Mancrunch? What makes a commercial too controversial or risqué for air?

Some of the answers to those questions lie in the opinions of viewers. Before hitting the “send” button with language and creative’s for these ads, however, I trust that each person and organization considered the benefits and potential ramifications of their messages. It drives their public images and brands not just during the game, but also for days and weeks to come.

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About Gail Sideman

Twenty years of public relations experience, including 10 in NCAA Division I sports information during which she received national awards for her work, have helped Gail Sideman emerge as a nationally-respected publicity professional in sports, social media and publishing. She is also a veteran support staffer of sports television crews for events that include the NFL, NBA, MLB, NCAA regular and postseason and others. You may learn more information about Sideman's business at www.publiside.com or follow her at www.twitter.com/PUBLISIDE and www.facebook.com/gail.sideman.

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This week Matt Crevin from Voice from the Box interviews Jeff Chapman. Jeff is a top flight statistician for radio and TV broadcasts. With most sports being so numbers driven, Jeff provides detail about his role and what it takes to crunch the numbers and provide the information to the broadcasters.

About Matt Crevin

If you are passionate about pursuing a career in the sports industry and want to discover how top level insiders got their start, connect with Matt today. Matt provides a unique look into the careers of many sports industry executives, revealing their success stories, advice and techniques you can put to use as part of your search strategy. Collaborate with Matt and start listening, learning, creating and executing your own action plan! Equipped with business background and sports insider’s knowledge, Matt is ready to share his passion and knowledge with you! He delivers to his individual clients a unique process and format which gives sports industry hopefuls a unique look into the numerous career opportunities available in the sports industry and more importantly how to position yourself to break in.

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This week Matt Crevin from Voice of the Box interviews writer Kevin Lynch. Kevin has been covering the NFL for 21 years and explains his role as well as the keys to staying current in the ever changing world of sports journalism.

About Matt Crevin

If you are passionate about pursuing a career in the sports industry and want to discover how top level insiders got their start, connect with Matt today. Matt provides a unique look into the careers of many sports industry executives, revealing their success stories, advice and techniques you can put to use as part of your search strategy. Collaborate with Matt and start listening, learning, creating and executing your own action plan! Equipped with business background and sports insider’s knowledge, Matt is ready to share his passion and knowledge with you! He delivers to his individual clients a unique process and format which gives sports industry hopefuls a unique look into the numerous career opportunities available in the sports industry and more importantly how to position yourself to break in.

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