Rams' Tavon Austin making No. 1 WR money without No. 1 WR numbers
By Alden Gonzalez

[www.espn.com]

DENVER -- Los Angeles Rams wide receiver Tavon Austin is different.

He wears socks decorated with commisioner Roger Goodell's face, produces weird noises on the sidelines and, of most relevance to the topic, produces on the field in unconventional ways. So perhaps it wouldn't be fair to compare him to the elite receivers in the NFL, even though the four-year, $42 million extension Austin signed with the Rams on Saturday puts him in the neighborhood of that earnings bracket.

Tavon Austin
The Rams believe Tavon Austin's value can't be measured by normal wide receiver production.
The deal carries a $10.5 million average annual value that will make Austin the NFL's 12th-highest-paid receiver when it begins in 2018. But the fourth-year pro has never amassed 1,000 yards receiving -- or even 500 yards -- in a season. The 11 receivers ahead of him on that list -- A.J. Green, Alshon Jeffery, Julio Jones, Dez Bryant, Demaryius Thomas, T.Y. Hilton, Doug Baldwin, Keenan Allen, Vincent Jackson, Jeremy Maclin and Larry Fitzgerald -- have averaged no fewer than 765 receiving yards per season throughout their careers.

But to the Rams, Austin's value can't be measured by prototypical receiver standards.

"There’s no receiver that comes close to his rushing yards," Rams general manager Les Snead said. "And one of the big stats is that he’s been a guy who can put balls in the end zone, and that’s what counts. That’s why we value him."

Austin, taken No. 8 in the 2013 draft, has averaged 647 yards from scrimmage in three seasons. But he nearly doubled his production in 2015, a year that saw the 5-foot-8, 176-pound receiver total 473 receiving yards and 434 rushing yards. Only five other players -- Devonta Freeman, Charles Sims, Gio Bernard, David Johnson and Mark Ingram -- amassed at least 400 yards rushing and 400 yards receiving last season, and they're all running backs.

Austin's rushing total last season was nearly four times greater than that of the second-place receiver, Jarvis Landry of the Miami Dolphins (113 yards rushing).

In touchdowns from scrimmage, Austin is tied for 25th over the past three seasons.

In punt-return touchdowns, he is tied for first.

"From a big-picture standpoint, we look at him as a weapon on offense," Snead said. "I think he’s somebody that tilts the field; that defensive coordinators have to be aware of. You combine him and '30' [Todd Gurley] on the field at the same time, it’s a duo that, because of their skill set, you keep some teams on their heels."

That's crucial to understanding Austin's contract: It's relative to the Rams' situation, not necessarily the NFL's precedent.

The organization has been desperate for playmakers at receiver pretty much since Torry Holt's departure, which made the Rams more willing to lock up a guy who has demonstrated such abilities. Still, it remains a big leap of faith -- one that is perhaps hinging on the Rams' belief that the offense will open up more with Rob Boras as offensive coordinator and Mike Groh hired as the new passing-game coordinator.

Austin has only really touched the ball once in the first three preseason games, but that's because the Rams don't want to tip their hand.

During the offseason, Rams head coach Jeff Fisher said Austin could "maybe double" his catches from 2015, which would amount to 104 receptions. That would probably be in addition to the 52 carries he had -- not to mention the 34 punt returns. Looking further down the road, locking Austin up secures a primary weapon for 2016 No. 1 pick Jared Goff over the next six seasons.

Snead will tell you it's a lot simpler than that.

"The biggest thing about locking him up is you have a couple of key playmakers to go with our tight ends," said Snead, referencing Austin, Gurley and a group of tight ends that includes Lance Kendricks, Tyler Higbee and Temarrick Hemingway. "I wouldn’t say it’s just for Jared; it’s for the offense."