John Madden

Age: 73
Occupation: NFL consultant
Previous TIME 100 Appearances: 0

NFL commissioner Roger Goodell tapped Madden, the Hall of Fame football coach and ex-broadcaster, to lead a committee of coaches exploring how to make football, a sport under increasing pressure to reduce the incidence of head injuries, safer. Madden, who became famous by glorifying the "boom-bam" violence inherent in the sport, has offered smart proposals, like reducing practices and altering the rules on kickoffs so that high-speed collisions can be avoided.

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