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UNIVERSITY PARK - The word most predominantly heard in Penn State's preseason camp is "culture."
As Matt Campbell attempts to put his stamp on the Nittany Lion football program, he is emphasizing all the intangibles that he believes translate to the field.
The Lions will stage their first scrimmage today at Beaver Stadium, at which point, Campbell told a post-practice briefing Thursday, he'll get a better idea of "where are we," and "are we showcasing the right players?"
Associate head coach Terry Smith has seen enough already to declare a different vibe than perhaps existed in past years.
"Our camp has been really demanding, really physical and tough," he said. "I do think we have a tough football team, and that starts with the head coach. He's tough - tough on us (staff), tough on the team. It's blue-collar — and what we desire to be."
Campbell has tried to institute an NFL mentality in the Lions. It's been reported that he was courted for several NFL head-coaching jobs over the past few years - instead electing to remain at Iowa State - and he turned down the Detroit Lions in 2021.
One change Campbell made in the Nits' preseason routine is they stayed at the Penn Stater Hotel and Conference Center for the past weeks during training camp, instead of their apartments.
"You look at the NFL, and some of these pro teams are staying in way worse spots than we're staying," Campbell said. "I think we're pretty fortunate."
Campbell instituted the practice when he was a young head coach at Toledo and has maintained it ever since.
"We know the noise that comes with college football and for 10 days, with students starting to come back to campus, we get them (to ourselves)," he said. "By the time we leave the hotel (today), you're closer to getting into game-week preparation ... you're getting closer to the noise, but for us for 10 days, to get fall camp started, it's just us and football."
It also serves as team bonding, which is important in the transfer-portal era and especially so at Penn State this year.
"I get to select the roommates, which is part of my joy," Campbell said.
With 24 Iowa State transfers, Campbell has intentionally matched up former Cyclones with Penn State holdovers.
Smith, the Lions' interim head coach last year after James Franklin was fired, endorsed the idea. He is fresh from a visit to the Pittsburgh Steelers camp at St. Vincent's College in Latrobe.
"It (going to Penn Stater) is new from the last few years," he said. "At first, the guys were questioning it, but at the end of the day, these guys' dream is to get to the NFL, and every NFL camp goes away. You better get used to it now and learn what it is to not sleep in your bed, to build more camaraderie with your teammates and to get closer. It's been a complete positive."
The players have bought in.
Redshirt freshman receiver and ex-Cyclone Zay Robinson was assigned a veteran Penn State offensive lineman, and the two hit it off. One grew up in Iowa, the other in Virginia.
"I got Donk (Anthony Donkoh)," Robinson said with a smile. "I love him. He's a great guy - an older guy with a lot of wisdom, and he's teaching me a lot of the little things about football."
Cornerback Jeremiah Cooper, another Iowa State transfer, said the process is working.
"We have 24 Iowa State dudes, a lot of Penn State guys and transfers from other schools," he said.
In the evenings, the team holds "culture meetings," Cooper said.
"We put football to the side and focus on the men we're becoming," he said. "Core values. Being a better person off the field will make us a better person on the field."
Cooper said each team member - players and coaches - presents a little bit about themselves in the form of four Hs - "hero, highlight, hope and history."
"Just hearing everyone's stories breeds connection and brings us closer," he said. "Getting to know each other will help us on the field."
When you saw how Penn State unraveled after its loss to Oregon last year - a different circumstance, granted - it's clear that team lacked an inner fiber.
Unlike 2025, this year's edition isn't expected to challenge for a national title and likely will have to address a loss or two at some point.
"Coach Campbell is one of the best I've been around with creating a culture of connectivity," receivers coach Kashif Moore said. "When adversity comes, we're able to lean on each other for that trust and connection of what we're cultivating right now."
Neil Rudel can be reached at nrudel@altoonamirror.com. You can also follow him on Twitter@neilrudel.