“It’s not just a new chapter, but there’s a brand new book that’s being written,” Starr said. “Baylor will now play an increasingly visible part in the Big 12 by virtue of the improvement of these athletic programs. … It’s an exciting time.”

Baylor president Ken Starr proudly quotes Robert Griffin III.

Considering the uncertain athletic future Baylor faced each of the past two summers during speculation of potential super conferences and the Big 12 teetering on the brink of collapse, Starr may find no better way to express the impact of Griffin’s Heisman Trophy in helping boost and change the perception of the private school in central Texas.

“It’s unbelievably believable for the university,” said Starr, the former independent prosecutor and orator borrowing a phrase from Griffin’s memorable Heisman acceptance speech in New York.

The exciting dual-threat quarterback created a frenzy that led to people paying several hundreds of dollars to get a pair of Superman socks like the ones RG3 wore at the Heisman ceremony Dec. 10.

There was an appearance on David Letterman’s late night show. Griffin gets asked for an autograph or to strike the pose for a picture everywhere he goes, even when he was in Times Square.

Yes, all for the quarterback of Baylor, which had never even had a winning season as a Big 12 team before Griffin got there.

“Short term, there’s a tremendous amount of brand energy nationally without question,” coach Art Briles said. “Recruiting, without question. We’re getting phone calls every day that we weren’t getting the last three years.”

There was an almost-immediate advertising campaign by Baylor, with Internet ads and billboards featuring Griffin with the phrase, “Building leaders … and Heisman Trophy winners.” The billboards were placed in high-traffic areas, including one not far from the University of Texas campus in Austin.

“Long term, they give one (Heisman) away a year. … The last 50 years, there’s been 49 winners. Archie Griffin won it twice,” Briles said. “People can name Heisman Trophy winners, casual fans. So long term, it ain’t going anywhere. It’s Robert’s. It’s Baylor’s.”

Griffin’s first game as the Heisman Trophy winner is Thursday in the sold-out Alamo Bowl, where the 15th-ranked Bears (9-3) play Washington less than three hours from their Waco campus.

Soon, visitors entering the lobby of Baylor’s athletic building could be greeted by the school’s first Heisman Trophy. The most prominent display so far has been the Ray Guy Award won twice by Daniel Sepulveda that is given to the nation’s best punter.

One of the first issues Starr addressed publicly after taking over the school’s presidency in June 2010 was the future of Baylor athletics.

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