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story.lead_photo.caption Los Angeles Rams head coach Sean McVay speaks to reporters during a news conference for the NFL Super Bowl 53 football game against the New England Patriots Tuesday, Jan. 29, 2019, in Atlanta.

ATLANTA -- The tenets of Sean McVay's coaching philosophy are never far from sight at the Los Angeles Rams' training complex.

"We Not Me" is emblazoned everywhere from the Rams' playbooks to huge wall signs in the locker room. "The Standard Is the Standard" adorns T-shirts.

"Trust the Process" isn't a sarcastic joke in Thousand Oaks, as it became among basketball lovers in Philadelphia. It earnestly greets every player in large letters when they cross the Rams' facility for team meetings.

"I think what football really represents is there's something special about being part of something bigger than yourself," McVay said this week in Atlanta. "The star of the team is the team, however you want to say it. But words are words. You've got to really live it."

In just two years in charge, McVay, 33, has utterly changed -- or perhaps created -- the identity of a franchise that had 13 consecutive non-winning seasons before his arrival. Though they're years away from having the success necessary to finish it, the foundation is set for a culture that could someday emulate the best parts of the "Patriot Way," the unofficial name for Coach Bill Belichick's ability to unite his franchise under his core principles.

On their way to the Super Bowl on Sunday, the Rams navigated a trying regular season at home, with a mass shooting and two wildfires all occurring near their training complex in Thousand Oaks, Calif.

According to players and coaches, that adversity and the franchise's response to it cemented the rightness of McVay's methods -- and through it all, the Rams kept winning.

"Sean has implemented an unbelievable culture," Rams General Manager Les Snead said. "We always say around here that we're not collecting talent. We're building a team, and there's more to a team than just a skillset on a football field."

McVay never claimed to invent his motivational phrases, which mean exactly what an outsider would presume. "We Not Me" isn't Shakespeare, but the NFL isn't English lit class.

McVay's cutting-edge offensive acumen and coordinator Wade Phillips' defensive know-how are the pillars beneath this Super Bowl team, but the Rams believe McVay's commitment to simple, direct communication is another key component.

The players know what McVay means because he repeats his messages constantly, and then he shows them with his actions. His players have responded in kind, and the result is a tight-knit group of disparate personalities that could win a championship this weekend just two years after many of the same players went 4-12.

"When (McVay) got here, it was all about buying into what he was talking about," defensive tackle Michael Brockers said. "Buying into character, and buying into the 'We Not Me' mentality. Ever since we've done that, and this team has carried that on our shoulders, we've been winning. For a man to come in here and just change it like that, I have to show my respect to him. It started with him."

Brockers joined the Rams in St. Louis in 2012, and he endured five consecutive losing seasons before McVay arrived. When asked to name the biggest changes during his Rams tenure, he can't stop: "The leadership we have. The coaches we have. How confident we are in our game plan. How confidently we go into each game."

"I've just seen the changes over these years, and it's beautiful," Brockers added. "It makes me emotional, because things like this don't happen in a short amount of time, and I've watched it grow. Like they say, Rome wasn't built in a day. And I'm seeing it in its beauty right now."

The results are indeed beautiful: The Rams have won 26 of their 35 games since McVay took over. Los Angeles is 15-3 this season and on the brink of a championship despite a tumultuous autumn.

Twelve people were killed less than five miles from the Rams' training complex on Nov. 7 at the Borderline Bar and Grill. Later in the month, wildfires forced dozens of Rams employees, including Phillips, and their families to evacuate their homes.

"We've had a lot of different challenges we've had to rise up to this season, and I'm so proud of our guys for how they handled it," said left tackle Andrew Whitworth, a locker room leader and spokesman. "But to me, life in general is lived best when it's about more than just yourself. We've tried to embody that in everything we do."

The Rams responded by taking care of their work and then striving to improve others' lives. Along with extensive charity fundraising efforts fronted by quarterback Jared Goff, the team welcomed thousands of victims and first responders to their Monday night home game against Kansas City before Thanksgiving, an epic 54-51 victory.

"I had so many people tell me that the game gave them some respite from what they had been going through, and that's the best feeling," said Whitworth, who donated one of his paychecks to relief efforts. "It's not a burden. It's an opportunity to inspire a whole lot of people."

Super Bowl results

2018 Philadelphia 41, New England 33

2017 New England 34, Atlanta 28, OT

2016 Denver 24, Carolina 10

2015 New England 28, Seattle 24

2014 Seattle 43, Denver 8

2013 Baltimore 34, San Francisco 31

2012 NY Giants 21, New England 17

2011 Green Bay 31, Pittsburgh 25

2010 New Orleans 31, Indianapolis 17

2009 Pittsburgh 27, Arizona 23

2008 NY Giants 17, New England 14

2007 Indianapolis 29, Chicago 17

2006 Pittsburgh 21, Seattle 10

2005 New England 24, Philadelphia 21

2004 New England 32, Carolina 29

2003 Tampa Bay 48, Oakland 21

2002 New England 20, St. Louis 17

2001 Baltimore Ravens 34, NY Giants 7

2000 St. Louis 23, Tennessee 16

1999 Denver 34, Atlanta 19

1998 Denver 31, Green Bay 24

1997 Green Bay 35, New England 21

1996 Dallas 27, Pittsburgh 17

1995 San Francisco 49, San Diego 26

1994 Dallas 30, Buffalo 13

1993 Dallas 52, Buffalo 17

1992 Washington 37, Buffalo 24

1991 NY Giants 20, Buffalo 19

1990 San Francisco 55, Denver 10

1989 San Francisco 20, Cincinnati 16

1988 Washington 42, Denver 10

1987 NY Giants 39, Denver 20

1986 Chicago 46, New England 10

1985 San Francisco 38, Miami 16

1984 LA Raiders 38, Washington 9

1983 Washington 27, Miami 17

1982 San Francisco 26, Cincinnati 21

1981 Oakland 27, Philadelphia 10

1980 Pittsburgh 31, LA Rams 19

1979 Pittsburgh 35, Dallas 31

1978 Dallas 27, Denver 10

1977 Oakland 32, Minnesota 14

1976 Pittsburgh 21, Dallas 17

1975 Pittsburgh 16, Minnesota 6

1974 Miami 24, Minnesota 7

1973 Miami 14, Washington 7

1972 Dallas 24, Miami 3

1971 Baltimore Colts 16, Dallas 13

1970 Kansas City 23, Minnesota 7

1969 NY Jets 16, Baltimore Colts 7

1968 Green Bay 33, Oakland 14

1967 Green Bay 35, Kansas City 10

All-time player shares

WINNER LOSER

2019 $118,000 $59,000

2018 $112,000 $56,000

2017 $107,000 $53,000

2016 $102,000 $51,000

2015 $97,000 $49,000

2014 $92,000 $46,000

2013 $88,000 $44,000

2012 $88,000 $44,000

2011 $83,000 $42,000

2010 $83,000 $42,000

2009 $78,000 $40,000

2008 $78,000 $40,000

2007 $78,000 $40,000

2006 $73,000 $38,000

2005 $68,000 $36,500

2004 $68,000 $36,500

2003 $63,000 $35,000

2002 $63,000 $34,500

2001 $58,000 $34,500

2000 $58,000 $33,000

1999 $53,000 $32,500

1998 $48,000 $29,000

1997 $48,000 $29,000

1996 $42,000 $27,000

1995 $42,000 $26,000

1994 $38,000 $23,500

1993 $36,000 $18,000

1992 $36,000 $18,000

1991 $36,000 $18,000

1990 $36,000 $18,000

1989 $36,000 $18,000

1988 $36,000 $18,000

1987 $36,000 $18,000

1986 $36,000 $18,000

1985 $36,000 $18,000

1984 $36,000 $18,000

1983 $36,000 $18,000

1982 $18,000 $9,000

1981 $18,000 $9,000

1980 $18,000 $9,000

1979 $18,000 $9,000

1978 $18,000 $9,000

1977 $15,000 $7,500

1976 $15,000 $7,500

1975 $15,000 $7,500

1974 $15,000 $7,500

1973 $15,000 $7,500

1972 $15,000 $7,500

1971 $15,000 $7,500

1970 $15,000 $7,500

1969 $15,000 $7,500

1968 $15,000 $7,500

1967 $15,000 $7,500

Super Bowl ad rates

PER 30-SECOND COMMERCIAL

2019 $5,300,000

2018 $5,000,000

2017 $5,000,000

2016 $5,000,000

2015 $4,500,000

2014 $4,000,000

2013 $3,800,000

2012 $3,500,000

2011 $3,100,000

2010 $2,900,000

2009 $2,800,000

2008 $2,700,000

2007 $2,600,000

2006 $2,500,000

2005 $2,400,000

2004 $2,300,000

2003 $2,100,000

2002 $1,900,000

2001 $2,100,000

2000 $2,200,000

1999 $1,600,000

1998 $1,300,000

1997 $1,200,000

1996 $1,085,000

1995 $1,150,000

1994 $900,000

1993 $850,000

1992 $850,000

1991 $800,000

1990 $700,000

1989 $675,000

1988 $645,000

1987 $600,000

1986 $550,000

1985 $525,000

1984 $368,000

1983 $400,000

1982 $324,000

1981 $275,000

1980 $222,000

1979 $185,000

1978 $162,000

1977 $125,000

1976 $110,000

1975 $107,000

1974 $103,000

1973 $88,000

1972 $86,000

1971 $72,000

1970 $78,000

1969 $55,000

1968 $54,000

1967 $42,000

Future sites

2020

Hard Rock Stadium, Miami Gardens, Fla.

2021

Raymond James Stadium, Tampa, Fla.

2022

Los Angeles Stadium at Hollywood Park,

Inglewood, Calif.

2023

State Farm Stadium, Glendale, Ariz.

2024

Mercedes-Benz Superdome, New Orleans

Sports on 02/03/2019

Print Headline: 'We Not Me' sums up Rams' identity

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