The Vikings star and his blinged-up alter-ego

Justin Jefferson's vast jewellery collection includes diamond-covered chains and mouth grills

This article was originally published on 16 July. Since then Jefferson has started the 2024 season with 358 yards and four touchdowns.

NFL fans could be watching a legend in the making.

In four years with the Minnesota Vikings, Justin Jefferson has established himself as arguably the NFL's best wide receiver.

If he keeps going the way he's going, he could become the greatest of all-time. And he has the swagger to go with it.

His touchdown celebration went viral and he's caught the eye with some flamboyant outfits, jewellery and sunglasses.

In June, Jefferson walked down the runway at Paris fashion week and now he features on a Netflix series called Receiver, which follows on from last year's Quarterback series.

Two of the people that see the man behind the bling most often told BBC Sport about what sets him apart.

'He was raised right'

In June, Jefferson became the highest-paid non-quarterback in NFL history, signing a four-year contract extension worth $140m (£108m).

Yet even before that, he boasted an impressive jewellery collection, including custom-made chains and mouth grills.

The 25-year-old says he's an "ice-style guy" - he loves jewellery covered in diamonds - and his favourite item is a chain with a jet piece that represents his alter-ego, which he calls 'Jets'.

"When I start putting these chains on and the teeth in, I start to become 'Jets'," he says on Receiver.

That helps him transform into the show-stopping entertainer, whose 'Griddy' touchdown dance was imitated across the NFL and added to Fortnite.

But the Vikings' wide receivers coach Keenan McCardell says the 2022 Offensive Player of the Year remains grounded.

"His parents are so humble," he told BBC Sport. "They always say to him 'humble over hype'.

"I think that's the foundation of who he is. He was raised right."

Jefferson, wearing his jet chain, modelled for the first time in Paris with Cincinnati Bengals quarterback Joe Burrow, his former LSU team-mate

'He loves the grind'

Before Jets, there was the shy kid Justin. Raised in Louisiana, his parents both played basketball and his two older brothers Jordan (33) and Rickey (29) played football at Louisiana State University (LSU).

He grew up in his brothers' shadow and was a late bloomer, physically and athletically. Coming out of high school, he was not a highly-rated recruit. He was barely on the radar.

But because of the family link, Jefferson was given a chance at LSU in 2017 and he set about proving college scouts wrong.

After earning his place on the team, he helped LSU win the national championship in 2020. Three months later he was chosen 22nd overall in the NFL draft.

"It started at home with his parents," said McCardell, who joined the Vikings in 2021. "They made him and his brothers work for everything.

"Justin's the youngest so he knew he had to work harder. He took what he learned at home and put that to his career. He just out-works everybody, he takes it to another level.

"I caught him rather young still, and I knew I had a really good player because he loves to work. In the new age, a lot of guys don't like to do that, but he loves to practice, he loves the grind, so I knew he had a chance to be very successful."

Jefferson's one-handed catch against the Buffalo Bills won the NFL's Moment of the Year award for 2022

A quest for perfection

Receiver follows five players during the 2023 season, in which Jefferson missed two months with a hamstring injury.

He was unable to complete his first game back as he suffered a tackle to the ribs that left him spitting blood.

While he was on the sidelines, the series shows Jefferson offering advice and encouragement to rookie receiver Jordan Addison. Moments later Addison scores a touchdown.

The 22-year-old told BBC Sport that Jefferson tells him to "be yourself, be creative".

"He's an amazing person," Addison added. "He's a really humble superstar, who just loves to see everybody [on the team] succeed.”

McCardell said: "Justin's a superstar that works extremely hard. When Jordan and everybody else sees that, they know they’ve got to work that hard to catch up.”

That work ethic extends to a quest for perfection, which Jefferson shows in Receiver when agonising over a crucial fumble. He's continued to show it in the off-season.

"He sent me a video earlier this year, before we came back for mini-camp," said McCardell. "I said 'I see you working on your body posture and your break, you're getting your shoulders down now'. And he said 'yeah, you told me to'.

"It's simple stuff like that. I tell him, and he goes and works on his whole game. He wants to be as perfect as a receiver can be. It's a great honour for me that he believes in what I teach and he's out there working on it."

Jefferson, left, and Addison both attended last week's Receiver premiere and are set to play in London with the Vikings in October

Jefferson 'has the intangibles' to be all-time great

Jefferson has not been the most prolific touchdown scorer in the NFL. But he makes spectacular catches, regularly.

He has registered more receiving yards in his first four years than anyone else (5,899) - despite missing seven games last season. He also tops the all-time list for average yards per game (98.3).

That epitomises "taking care of the football, consistency and relentless effort", which Addison sees as key factors to reaching the Super Bowl.

Jefferson could also become the first non-quarterback to be named the NFL's Most Valuable Player since Adrian Peterson (2012) and has his sights set on beating Calvin Johnson's record for most receiving yards in a season - 1,964 (also from 2012).

"We always talk about it," added McCardell, a two-time Super Bowl winner. "It's a little joke we have, in our meetings. We always say '2k'. He had a chance last year, before he got hurt, but if he stays healthy, we believe he can do it.

"If he stays on this trajectory, he could be right there with Jerry Rice, Randy Moss and Terrell Owens.

"I was fortunate enough to play those guys. They're Hall of Famers. Justin has all the intangibles to be one of those guys."