"What If" Series — Ch. 10: What if the Shoe Box Scandal Never Happened?
Rewinding to 2000, when an under-the-counter discount at a Black Earth shoe store cost Barry Alvarez a best shot at a national championship.
In the summer of 2000, the feeling around Camp Randall Stadium was completely surreal, especially after coming off back-to-back Rose Bowl victories in 1998 and 1999.
Legendary running back Ron Dayne had just taken home the Heisman Trophy, the second in Wisconsin football history. Head coach Barry Alvarez had built a Midwest juggernaut on a brutal identity of massive offensive lines and suffocating defenses. The Badgers entered the 2000 season ranked as No. 4 in the country. A national championship wasn’t just a wild dream; it was a possibility.
And then, a discount shoe store in Black Earth, Wisconsin, brought the entire empire crashing down.
What became known as the “Shoe Box” Scandal remains a painful, self-inflicted wound in Wisconsin sports history. In July 2000, an investigative report by the Wisconsin State Journal revealed that over a seven-year period, more than 157 Wisconsin student-athletes across 14 different sports had received unadvertised discounts of up to 50% at The Shoe Box, owned by prominent local booster Steve Schmitt.
Just before the season opener against Western Michigan, the hammer dropped. The NCAA suspended 26 football players. Eleven of the team’s absolute biggest stars—including All-American cornerback Jamar Fletcher, defensive tackle Wendell Bryant, and wide receivers Chris Chambers and Nick Davis—were forced to sit out the first three games.
The Infamous “Shoe Box” Timeline (Reality)
July 2000: The Wisconsin State Journal drops a bombshell investigative report. It reveals extensive “extra-benefit” rules violations going back to 1993.
August 2000: Right before the season opener, the NCAA suspends 26 Badgers. The move completely guts the team’s early-season depth and roster chemistry.
Fall 2000: Forced into constant line shuffling and depth gymnastics, the No. 4-ranked Badgers battle through an exhausting, injury-riddled schedule to finish 9–4.
October 2001: The NCAA officially hands down five years of probation. Wisconsin loses future football and basketball scholarships.
September 2022: After more than two decades, the university’s self-imposed ban prohibiting athletic staff and players from shopping at the Black Earth store finally expires.
Wisconsin still managed to win the first three games of the season, but the suspensions made things harder for the Badgers at the start of the season. The offensive and defensive lines were constantly shuffled, leading to late-season fatigue and chemistry issues, and a rash of injuries didn’t help either.
A team that could have played for a national title finished with a highly frustrating 9-4 record.
But what if the athletic department never had to answer those calls? What if the Shoe Box scandal never happened?
2000 Season Simulation: The Championship Ticket
Without the cloud of suspensions hanging over August camp, the 2000 Badgers enter the season with pristine focus, operating with the cold-blooded efficiency of back-to-back Rose Bowl champions.
Here is how a fully loaded, uninterrupted 2000 season plays out:
The Early Slate (Western Michigan, Oregon, Cincinnati)
Our Reality: Wisconsin squeaked past these three non-conference opponents, looking disjointed as backups were forced into starting roles.
The Simulation: A completely healthy roster featuring Fletcher, Bryant, and Chambers dismantles Western Michigan. They comfortably beat a highly rated Oregon team at Camp Randall and cruise past Cincinnati. The Badgers remain No. 4 in the nation, building confidence.
The Northwestern Shootout (September 23)
Our Reality: With a banged-up defense, Wisconsin loses a wild shootout with Northwestern, losing a double-overtime heartbreaker at Camp Randall.
The Simulation: With a fully integrated defensive line and a healthy secondary, the Badgers finally contain Northwestern’s spread offense. Jamar Fletcher secures a fourth-quarter interception, and Michael Bennett runs wild. Wisconsin wins comfortably, 34-21.
The Michigan Grudge Match (September 30)
Our Reality: Wisconsin travels to Ann Arbor and drops a brutal, physical 13-10 defensive battle.
The Simulation: This remains an absolute slugfest in front of 111,000 fans. However, the Badgers’ offensive line isn’t suffering from early-season injury adjustments. They wear down the Wolverines in the fourth quarter. Brooks Bollinger finds Chris Chambers on a crucial play-action pass, setting up a game-winning field goal. Wisconsin wins 17-13.
The BCS National Championship Run
Wisconsin cruises through the rest of the Big Ten slate. They avenge their only close stumble (a tight battle against Drew Brees and Purdue), finishing the regular season at 11-1 as Big Ten Champions. They secure a spot in the Orange Bowl to play the undefeated Oklahoma Sooners for the National Championship.
In a classic matchup of Oklahoma’s high-flying offense against Wisconsin’s brutal ground game and elite secondary, the battle goes down to the wire.
A single off-field misstep completely changed the trajectory of the program. Upgrade to a paid subscription below to unlock the rest of the Shoe Box simulation, including Barry Alvarez’s national title legacy, how the program avoids the early-2000s scholarship cliff, and where the Badgers would stand today.
