Could James Cook and the Bills provide the juicy storyline ‘Hard Knocks' cameras covet?

New York Times

a day ago

ORCHARD PARK, N.Y. — James Cook participated in the Buffalo Bills' mandatory minicamp Tuesday so he wouldn't get fined.
'I like my money,' Cook said. 'I definitely do. So that's why I'm here.'
As such, Cook added he'll also report when training camp opens next month at St. John Fisher University, despite wanting to be paid more like a two-time Pro Bowler and reigning league co-leader in rushing touchdowns.
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Cook, however, didn't pledge to practice without the new contract he covets.
At first, he replied 'Yeah, it's my team,' when asked if he would fully participate in training camp. Then, upon being asked about the possibility of a hold-in, where players attend but don't work out, Cook said with a big smile, 'I don't know, man. We'll see when camp comes.'
That's all 'Hard Knocks' producers needed to hear. The chance that Cook shows up for training camp just to satisfy his attendance obligation and watches practice in protest keeps one of the Bills' juiciest storylines alive.
The cameras might provide him added PR leverage as viewers watch the front office feud with a star player. The show will capture every awkward glance, harrumph and tense exchange. Then again, 'Hard Knocks' also could be a boon for backup running back Ray Davis, whose inspirational origin story is perfect for an HBO program that loves to grab its audience right in the feels.
'That's the way of the world,' said Herm Edwards, the Kansas City Chiefs' coach when they were featured on 'Hard Knocks' in 2007. 'Somebody wants to take a side. There's got to be a good guy and a bad guy.
'Who are we putting the black hat on today? Well, let's put the black hat on this guy.'
Mike Tannenbaum was the New York Jets' general manager when they did 'Hard Knocks' in 2010, the summer future Hall of Fame cornerback Darrelle Revis' holdout was among the NFL's biggest stories. The first episode featured Tannenbaum's clandestine meeting with Revis' agents at a diner in Roscoe, N.Y., between Manhattan and the Jets' training camp at SUNY Cortland. Revis signed a four-year, $46 million contract in time for the 'Hard Knocks' finale.
'I didn't realize how it was playing out until afterwards because you're living it day to day,' Tannenbaum said. 'You're not really paying attention to all the noise around you.
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'But 'Hard Knocks' definitely brought a lot more eyeballs and attention to it.'
Kansas City dealt with two prominent contract squabbles during their 'Hard Knocks' summer. All-Pro running back Larry Johnson demanded a new contract and sat out 25 days into training camp, while rookie receiver Dwayne Bowe didn't come to terms until 10 days into camp.
'It can be a distraction if you allow it to be, but in today's world,' Edwards said, 'if that is a distraction, then you've got a bigger problem.'
Much of Cook's contract tension was relieved Tuesday by his mere presence at One Bills Drive. He finally joined his teammates, albeit motivated by an NFL fine schedule that would have cost him $17,462 for missing one practice, $34,925 for missing a second practice and $52,381 for missing a third practice.
Cook wasn't a spectator. He participated in all the drills.
'I mean, why not?' Cook said. 'I'm here. I'm part of the team. … I'm a leader, so I just got to practice and get a job.'
An optimist will assume that Cook's take on minicamp indicates he'll practice at training camp, too. He must report for the first practice to lock in his fourth accrued NFL season, required for him to become an unrestricted free agent at the end of this season. He also would be fined $40,000 for each training camp absence.
But losing an accrued season and amassing $40,000 fines would be moot if Cook can wrangle that big extension. He is entering the final season of a four-year rookie contract worth about $5.8 million. He posted on social media in February that he wanted $15 million a year. Michael Ginnitti, founder of sports contract analysis site Spotrac, calculates Cook is worth $10 million a year.
'I'm very, very proud that he's here and he's working as hard as he is being on the field with us, and a lot of guys wouldn't do that,' quarterback Josh Allen said. 'But he's out there and working hard and showing everybody that he is here for the right reasons and hopefully that can get solved.
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'I love Jimbo. I think the whole team does. He's one of the best backs in the league, and hopefully that can be reflected soon.'
The Bills meticulously have built a successful culture within their walls, but they also are hyper-vigilant about defending the way they're viewed by outsiders, protective of their revamped reputation as a destination franchise after decades of ridicule and no longer that frigid, forlorn outpost that free agents avoid and young talent flees.
Unlike questions that arose during the drought under previous management, Buffalo is grateful to be known today as an organization that takes care of its own. The Bills this offseason signed receiver Khalil Shakir, edge rusher Gregory Rousseau, linebacker Terrel Bernard and cornerback Christian Benford to extensions — yet not Cook, who plays a position Beane doesn't value as much as others.
Running backs league-wide regained some lost prominence last season, with Derrick Henry and Saquon Barkley amassing insane stats with new teams.
Cook doesn't have to look far for an example of fighting for your worth before it's too late. His big brother, Dalvin Cook, got tough with the Minnesota Vikings in 2020. Dalvin Cook had been to two Pro Bowls and threatened to hold out if his rookie contract wasn't extended before the season. But he showed up to training camp, got a five-year, $63 million contract and made two more Pro Bowls before his production plummeted at 28 years old.
Running backs must get paid before an expiration date nobody can peg for certain. Cook, who turns 26 in September, had thoughts about why running backs sometimes need to fight for what they believe they're worth.
'Because we do a lot and I think we should be valued for that — all the hard work we put in on the ground, pass blocking, and all those types of things,' James Cook replied. 'I think we should be valued more.'
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Some fans and analysts wonder if Buffalo would be fine simply to let Davis take over, perhaps even wise to trade Cook rather than risk losing him as a free agent in nine months. Those willing to turn the backfield page reason that Davis (with greater opportunity) and Allen (with more tush pushing) could make up Cook's production.
The problem with that premise is Cook had +13.9 EPA last year, while Davis posted a -19.3 EPA. Davis, although entering just his second NFL season, also will turn 26 in November.
Buffalo needs Cook. The issue general manager Brandon Beane must weigh is how important Cook's happiness is.
'Behind the scenes, when that was going on, I was talking to those guys every day,' Edwards said of Johnson and Bowe. 'And I was talking to the team about, 'Hey, when these guys come back it's open arms. One day, you might have to go through what these guys are going through. It's not like they don't want to be here. It's business.' And I told the team leaders, 'Make sure you're calling our guys.' When you're left at home, negotiating a contract, you want him to know he's part of the team.'
There's added value to keeping contenders content.
The Jets in 2010 were considered on the cusp of glory. As a wild card, they'd reached the AFC Championship Game in coach Rex Ryan's rookie season and, in trying to get over that hump, were desperate to topple the New England Patriots from atop the division.
'For me, it was always about doing whatever we could within reason to win right now,' Tannenbaum said. 'That was always my mindset.
'Darrelle checked every box, and we wanted to get a deal done as quickly as possible, but it was more because he deserved it more than any other pressure we may have felt.'
With Revis satisfied, the Jets returned to the AFC title game as a wild card, beating Tom Brady and Peyton Manning on the road before bowing to the Pittsburgh Steelers one game shy of the Super Bowl.
The Bills have avoided these situations in the past, and although everything looked hunky-dory Tuesday, Cook's contract issue is far from settled.
'Hard Knocks' will work that angle for all it's worth.