How We Got From ‘The Goat’ to ‘The GOAT’

“If you don’t make it, you’re the goat. If you make it, you’re the greatest of all time.”     —NFL quarterback Doug Williams, December 1988

Before people said Tom Brady had surpassed Joe Montana as football’s GOAT … before golf fans argued about whether Tiger or the Golden Bear is the GOAT … before you could type into your browser and get a site trying to sell you Air Jordans … before a clothier named Greyson pitched an “iconic GOAT polo” shirt as “everything that we stand for and everything that we want to be” … before you could watch Jeopardy!: GOAT … before LeBron James vs. Michael Jordan became the GOAT of GOAT arguments … before all that, the last thing you wanted to be in sports was the goat.

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