Broncos QB Russell Wilson builds his brand with a charm offensive in Denver - Axios DenverLog InLog InAxios Denver is an Axios company.

Russell Wilson looks for brand refresh in Denver

Russell Wilson leads his team to the field before a preseason game. Photo: AAron Ontiveroz/Denver Post via Getty Images Russell Wilson's debut game as a Denver Bronco is as scripted as his life.The takes the field in prime time Monday night to face his former team, the Seattle Seahawks, in what's billed as for the state's most notable sports franchise. Why it matters: Wilson, 33, is the new face of Denver. A Super Bowl champion, philanthropist and businessman whose fortunes are intertwined with the city's future. The intrigue: Ever since the Broncos , he's put on in his new city.A day before being introduced in Denver, he Children's Hospital in Aurora with , entertainer Ciara, to read from .He threw out the first pitch of the season at Coors Field, and said it was always his dream to play in Denver after in 2010.He opened the fourth location of his retail store, The House of LR&C in Park Meadows mall, where his family's line the walls. Between the lines: Wilson's brand is seemingly as important to him as winning on the field. Through his agent and public relations aides, has built a pristine public image with his positivity, Christian faith and — a persona collectively worth .He's been studied for , dubbed a for sticking to talking points and celebrated for , even he bullied and "beat people up a lot" as a kid. Yes, but: Whether it's a veneer or real is one of the most often debated aspects in coverage of Denver's new superstar. His stock took significant hits before he joined the Broncos. He made a claim that a water company he repped saved him from getting concussions. He drew criticism for in a graduation speech. And he emerged as in the locker room.Even . For instance, he professed transparency, but made guests sign nondisclosure agreements to enter his box at Seattle Mariners baseball games.His team even in 2018, a year after the internal drama became public. And just before his relocation this year, Wilson went on a trashing his former teammates. The bottom line: The Broncos offer Wilson an opportunity for a new start, but if he doesn't win, this year his outlook in Denver may crumble under the pressure. Get more local stories in your inbox with .Subscribe Support local journalism by becoming a member.

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