Freestyle Friday: Big 12 Media Days Edition

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After a whirlwind three days in the desert, the start of the regular season is no longer a mirage on the horizon. Football isn't back just yet, but the slow ramp-up has started with the Big 12 kicking off its media day festivities for the first time in Las Vegas and its first as a 16-team collective. Amid all the blending of old and new, one thing was clear: the conference has some fighting spirit again. 

Here's a semi-random stream of things that stood out from Big 12 Media Days, 2024. 

Las Vegas: As a first-timer to Vegas, I find that desert dry heat hits differently than back here in Texas. It was over 100 after midnight all three evenings and hit the high-110s each day with a high of around 117. It was brutal, but luckily, we spent most of our time inside the luxurious Allegiant Stadium, a shield from the oven outside, and our place of operations during the two days. The building is amazing and similar to a smaller Jerry's World. It quickly became apparent to me why that stadium in that city with that legion of built-in fans is such an incredible home environment for the Raiders. 

Being in Vegas was also a lovely housewarming gift of familiar territory for the corner schools. Yormark has made it apparent he wants more Vegas in the Big 12's future, in some form or fashion, and I'd love to see media days return there sooner rather than later. At a minimum, he expects a new affiliation with the Vegas Bowl soon. As a seasoned veteran of media days, I find that the new location added to the fresh intrigue and feeling of change surrounding the league. 

Aranda Goes Viral: It's a crying shame our 365 interview with Aranda encountered technical difficulties, but stuff happens. Even though you won't hear the nearly half-hour Smoaky, Paul, and I talked with Aranda, this site has some terrific bullet points.

Staying positive, I'll always have a funny memory of the stunned silence that followed Aranda's response to my question, which he then doubled down on when I followed up for clarity. The straight-shooting was genuinely unexpected and funny as heck. It's also the blunt reality of today's CFB, for better or worse.

Either way, the exposure from that quip was a positive for the Bears and helped them cut through a lot of other noise with the various coverage and responses it generated. Mike Gundy managed to do something similar the day before, but for all the wrong reasons. Anyone pearl-clutching needs to understand the game has changed, and if anything, this was refreshing honesty.

Besides, Aranda is just stating facts, and clearly, something is working. 

Swagger Jackers: I genuinely appreciate those in the CFB fan and media space nationally — of which there were many — that credited either SicEm365, 365 Sports, or myself when resharing, reporting, or discussing Aranda's one-liner about the Bears' recent recruiting success. It was quickly the quote of the day and, perhaps, all of Big 12 Media Days. So, plenty of people got some good mileage out of that. And that's awesome for various reasons. We benefit from other people's reporting or content on our show, too, or across the message boards, and aim to give credit where it's due.

Unfortunately, some content creators are slimier and intentionally did otherwise, and those who did so are swaggerjackers. Keep that in mind when listening, reading, scrolling, or watching certain commentary on the topic. 

Brett Yormark: The man undoubtedly speaks with a silver tongue, but his conviction about the Big 12's future is hard to resist for anyone looking to see the conference do well. You don't have to love every idea or his style unconditionally, but without question, there is more talk and energy around the league now than in a long time.

And more potential than anyone could have ever imagined after what was considered a fatal blow in losing Oklahoma and Texas. I don't know what the future holds, but if BY sticks around for a while, I'll be fascinated to see where things stand in another two years. At media days alone, a new partnership with Microsoft for sideline tablet technology, various sponsorship tie-ins, marketing, etc., the league is finding ways to be innovative, make money, and increase its relevance slowly but surely.

I love their positioning, and much of that concerns Yormark, who's planting seeds for further moves or disruption with statements like his doubling down on the BIg 12 being the nation's third-best conference. Hi, ACC. 

The New Big 12: None of the sixteen school contingents carried themselves like they were superior, not even Prime and Colorado. That was a notable breath of fresh air this year. Of course, there could always be further shakeups —  additions or exits — but for now, I loved my first official glimpse into the new chemistry and camaraderie of the 16-team Big 12 and its potential power dynamics.

This group of schools blends well and, right now, comes equipped with an elite grouping of head coaches, too. With recent changes like the expanded CFP and other potential moves in the future, I think the Big 12 sits in a highly well-designed spot to make some noise and carve out a sturdy place in the college football hierarchy.

But that's only possible by winning big games consistently against the nation's best, and it will also require some continued continuity in leadership at the top of the conference and individual schools. Never say never. 

Player Reps: I enjoyed talking with the entire Baylor contingent in attendance, including Aranda, LB Keaton Thomas, WR Ketron Jackson, RB Richard Reese, S Carl Williams IV, and LB Matt Jones. This week, there were some big fashion looks and even more prominent personalities on display, and they all handled themselves really well from a Baylor perspective. There was lots of energy. 

Catch-Ron Jackson: It turns out that WR Ketron Jackson's first name is pronounced like Catch-Ron, rather than Key-Tron. I wish I'd known that sooner, but it's one of the best takeaways from media days. Particularly as we enter what could be a terrific season for Jackson, should he take specific steps as a player. He was great to interview, too. 

Real Ball Coach: Baylor's plane had technical issues, so Aranda and the players ended up on our half-full return flight to Austin, which arrived past midnight. Having hustled over straight from wrapping media days, we sat around killing time before boarding. And during that stretch, it was cool to look across the room at one point to see Aranda with the whole crew. Killing time, he was holding a diagram of some sort, but teaching and talking shop as the group leaned in and looked on focused. What a unique but fun sight to spot in the wild. 

Change in Plans: Kurt Danneker's retirement announcement was a real shame and a sad way for his college career to end. Good luck to him in whatever comes next. Despite that, it's also good to have fresh roster clarity as we draw closer to August. This further reinforces the importance and strategy behind the successful pursuit and flipping of Colin Truett from Kansas State.

Totino's: Their Big 12 advertising is working because I will buy pizza rolls for the first time in years the next time I hit the store. Their appearance in catering resulted in my first taste in many moons and some powerful feelings of nostalgia. 

Final Takeaway: The Bears were impressive in handling the media rounds and exuded confidence in the program's current direction; the whole event was fun, Vegas is too hot but plenty cool, going viral is weird, and I'm only further leaning into the direction of a brighter, competitive future for Baylor Football and the Big 12.