How the gentle Joe Burrow became the great Joe Brrr

You can say that Joe Burrow participated in the Super Bowl knew his place in 2022 on January 16, after the Cincinnati Bengals won their first playoff game in 31 years, when he appeared at the post-match press conference wearing literal rose-tinted glasses. — more specifically a pair of hornless Cartier C Décor rimless buffaloes.

And in the run up to this past Sunday’s AFC Championship, the Bengals quarterback didn’t stop at a pair of drills Howie Ratners. Entering the stadium, Burrow debuts a second buff duo, combining smoky lenses with a covered heart Sherpa jacket Live2Love and a black turtleneck and chain à la The Rock (an evolution of The Rock is fun). He has Instagram a picture suitable for pregnancy, capture it with Lil Baby’s lyrics “Dear Cartier, I won’t even peek at you.” The rapper then appreciated his comment section with a sweet quote, “Good game slime.”

And then he led his underdog Bengals to victory, beating the popular Kansas City captains and claiming the team’s first Super Bowl landing since 1989. After the game, a reporter asked Burrow if the diamonds on his icy JB9 chain, underlined by the flame glaze of a flaming Nike shoe, were real. “They’re certainly real,” he replied with a nervous laugh, proceeding carefully. “I think I make too much money to have fake ones.”

The product, it turns out, is customized by Jeweler Leo Frost—One of eight designs he sketched and sent to Burrow. “My idea behind doing that was, you know, he’s going to be one of Nike’s biggest superstars,” Frost told me by phone from Houston Monday. “He’s rocking with the name Joey Ice.”

Sketches by Leo Frost for Burrow jewelry.

Courtesy of Leo Frost

Frost is basically NFL’s unofficial jewelerand he has worked closely with Burrow to create a number of unusual pieces that resonate with his upbeat clients. For example, Burrow gifted all 13 Bengals strike troops with custom Casio G-Shocks this past Christmas. Frost notes: “A G-Shock is not something you would normally put diamonds on.” (As his Bengals teammate Chidobe Awuzie commented on Burrow’s IG-appropriate photo, “he plays chess when everyone plays checkers.”) Frost recalls that when he first met Burrow in 2020, “He told me he could never afford jewelry, so he never thought about it.” But Joey Brrr loves the style of playing for LSU and living in Baton Rouge— “It’s like the heart of the culture, you know?” Now, they have two weeks to prepare something wild for the Super Bowl, though Frost is keeping all plans under wraps.

But that doesn’t mean Burrow hasn’t felt it all, analyzing the reactions. During that first press conference — the one with the rose-tinted glasses—a reporter asked Burrow if his frame has any special meaning. He was almost silent, replying, “Oh no, I just think they’re pretty cool. What do you think?” Something similar happened when he tried out his first Leo Frost.

“The first time I made a pendant for him, he said, ‘Yo, do I look cool? Like, do I look great? ‘ And I said, ‘Oh man, I love it.’

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