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He handles a lot of the marketing. The "Rise to the Top" thing was his idea, the 102 letters to the recruit was his idea(he did it sort of at bama), as well as a lot of other stuff. Everything you see Tennessee doing right now is his plan. He's working close with Butch and advising on how to Tennessee more visible with recruits. Not saying he makes or breaks Tennessee recruiting, but he's done a VERY good job so far.
I just thought that was UT's version of Adidas' "Rise to the Occasion" theme.