Mark Madden: Despite public outcry, Steelers shouldn't re-sign JuJu Smith-Schuster

Since the turn of the century — which I counted down on the Y2J clock — the Steelers have given a significant second contract to just two receivers: Hines Ward and Antonio Brown. The former is a Super Bowl MVP and not-quite Hall-of-Famer, the latter a generational talent.

It very likely won’t happen, but there’s public outcry for the Steelers to give JuJu Smith-Schuster a second contract.

There’s zero good reason to do it.

The Steelers are well staffed at receiver with Chase Claypool, Diontae Johnson and James Washington. Smith-Schuster is nothing special: He had a big year in 2018 when Brown’s brilliance provided him space and single coverage. He’s been otherwise average. Smith-Schuster had a Steelers-best 97 catches last year but averaged just 8.6 yards per, fifth on the team.

Smith-Schuster is a No. 3 receiver or slot receiver or whatever you want to call it. He’s not a No. 1 receiver, or big-game performer: He fumbled away playoff berths in 2018 and ’19. Smith-Schuster put the ball on the turf to help Cincinnati upset the Steelers this past season.

But he’ll get at least $12 million per year in free agency March 17, maybe as much as $16 million per.

At that price, Smith-Schuster will disappoint whoever signs him. But that’s the going rate.

It seems impossible to believe the Steelers will retain Smith-Schuster. It surely would have been decided by now.

But the clamor is such that the possibility can’t be dismissed.

ESPN’s Jeremy Fowler feels Smith-Schuster staying in Pittsburgh “isn’t off the table.” Fowler said the Steelers might outbid Smith-Schuster’s outside suitors in free agency.

The Steelers don’t do that. When a Steeler gets to free agency, he’s gone, unless he returns at a bargain price due to lack of interest. That won’t happen with Smith-Schuster.

The groundswell to keep Smith-Schuster is born of popularity, not performance; of social media, not stats. His branding worked.

Smith-Schuster has made himself valuable beyond his abilities. He’s worth more than what he actually does on the field. That’s to himself, not his team.

Do the Steelers care about that? Not traditionally.

But explain how a slot receiver who ranked 126th in the NFL for yards per catch appeared in Verizon’s Super Bowl ad with Samuel L. Jackson. Or how Smith-Schuster’s performance since Brown departed gets him $12-16 million per. (Not that free agents don’t often get paid too much.)

Smith-Schuster’s social media work is constant and calculated. A lot of his endorsements thereof are nickel-dime. The camera is everywhere. His charisma is undeniable.

Last week, Smith-Schuster posted video of his tug-of-war with a tiger, his tug-of-war with a lion, and him getting hit repeatedly with body shots by a boxer. It’s good to see a dedicated professional make the most of his offseason.

Smith-Schuster’s “Corvette, Corvette” dance seems on hold. But he will brand mercilessly once he signs no matter who he plays for, especially if he’s with a new team in a big market. Permission to dance on the foe’s logo might be part of Smith-Schuster’s new deal.

Smith-Schuster’s fanboys say their hero’s antics don’t distract. That’s the same thing Brown and LeVeon Bell’s fanboys said. The same thing Claypool fanboys say, and will keep saying.

Perhaps they’re right, and none of that matters. One thing is sure: For the Steelers, the eras of all mentioned add up to a big, fat goose egg via a decade of underachieving.

Smith-Schuster has repeatedly said he wants to stay in Pittsburgh. That is just a whopper of a lie, one designed to babyface him on his way out the door.

Even if Smith-Schuster gave the Steelers a discount of $5 million per season, they still couldn’t afford him. He won’t do that anyway. He will go to the highest bidder.

But, despite everything pointing to the contrary, it’s possible (but not very) that Smith-Schuster stays. I can’t explain why, just like I can’t explain his hold on the city.

If Smith-Schuster does leave, Claypool will pick up right where he left off.

Claypool stupidly excoriated Cleveland after the Browns beat the Steelers in the playoffs, posted a video supporting the notion of Smith-Schuster staying in Pittsburgh that saw him tastelessly brandish a fistful of money, and credited Smith-Schuster for giving him valuable advice about branding.

Not receiving, but branding.

Yep, Claypool will pick up right where Smith-Schuster left off.