Hard Knocks’ lead creative producer Ken Rodgers says it’s been business as usual with the New York Jets, despite the team's initial resistance to being on the show. “It’s been going great,” he tells VF.
thought it was the right time for a close-up. In 2001, fresh off coaching the Baltimore Ravens to a win in the Super Bowl, Billick was approached with a pitch fromSabol’s proposal came straight out of the reality-television playbook that was beginning to dominate programming in the early 2000s.
It was poised to be a tough sell to any of the NFL’s head coaches, a fraternity of control freaks who use training camp to install a playbook and dispel distractions. “Your first thought as a coach is: Hell no, I’m not going to do that,” Billick told me over the phone. But after conferring with others in the Ravens’ front office, Billick began to see the merits of the production.
“We’re a small-market team in Baltimore, shoved between DC and Philly, and, at the time, a very new brand, so to speak,” Billick said. “It was a great way to bring exposure to the organization, particularly on the heels of the Super Bowl.
premiered. More than two decades later, the show endures as an annual rite of late-summer, a harbinger of the coming football season and a tentpole series for both the league and its broadcasting partner, HBO. Even within the NFL’s ever-expanding documentary portfolio,is still the signature franchise.
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