Carlton ‘Cookie’ Gilchrist: A Loud Voice Not Heard

Cookie Gilchrist is one of the all-time greats not in the Hall of Fame. (Credit to remembertheafl.com)

The American Football League (AFL) was a brash, bold, and an innovative league that challenged the established National Football League (NFL) during the 1960s. Founded by Lamar Hunt in 1959, the AFL featured pass-oriented offenses, west coast teams, broadcasting innovations, and offered more opportunities to black players. The AFL successfully merged all their teams with the NFL in 1966, creating the league we know and love today. The following series of weekly articles will shine a light on the AFL’s influential people and critical moments that propelled football into popular culture, making it America’s game.

December 8th, 1963, War Memorial Stadium, Buffalo, New York, fullback Carlton “Cookie’ Gilchrist lines up behind Quarterback Daryle Lamonica inside the New York Jets five-yard line. Lamonica calls out to his line, points at the defense, snaps the ball, and turns to Cookie, who plunges himself into the end zone. Cookie’s four-yard touchdown run would be the first of five that day. Buffalo defeated the Jets 45-14 behind Cookie’s imposing effort on the ground, totaling 243 yards on 36 carries. Cookie not only accounted for two-thirds of Buffalo’s total yardage but broke the AFL’s single-game rushing record and exceeded Jim Brown’s NFL record by six yards. An all-time performance from a player who does not get enough credit, Cookie Gilchrist was one of the AFL’s first marquee players and personalities who transcended the gridiron with his play and honesty.

Cookie Gilchrist had a peculiar start to his professional football career. In 1953, as a junior in high school, Cookie was approached by the Cleveland Browns’ head coach Paul Brown who convinced him to sign a professional contract. The contract was against NFL rules, but Brown promised Cookie a significant salary and playing time. Brown fell short on his promise, and Cookie left training camp, traveling to Canada where he excelled as a Rugby player, winning two MVP awards. His success at Rugby led to a contract with the Hamilton Tigercats of the Canadian Football League (CFL). Cookie dominated the CFL for six years, playing linebacker and fullback. He was named an All-Star at running back from 1956 to 1960 and a linebacker in 1960. Cookie finished his CFL career with 4,911 rushing yards, 1,068 receiving yards, and 12 interceptions.

Cookie Gilchrist carries the ball in action against the Denver Broncos. (Credit to BuffaloBills.com)

Like many other CFL stars, at 27, Cookie Gilchrist found himself singing with the Buffalo Bills of the new AFL. In 1962, the bruising 6’3” 205 lbs. fullback’s first year with the Bills was one for the books. Cookie earned AFL Most Valuable Player honors after becoming the first 1,000-yard rusher in AFL history with 1,096 yards in a 14-game schedule. He also scored 13 touchdowns, setting another AFL record. Cookie continued to rack up accolades during his time with the Bills, earning three first-team All-AFL selections(1962, 1964, and 1965), four AFL All-star nods (1962-1965), two rushing titles (1962 and 1964), and four rushing touchdown titles (1962-1965). The pinnacle of Cookie’s career with Buffalo was winning the 1964 AFL championship against the San Diego Chargers. Cookie did not find the end zone but ran for 122 yards, allowing the Bills to control the clock and keep the electric Chargers’ offense off the field. Gilchrist was a devastating and punishing runner who always sought out contact, injuring many defenders who tried to tackle him. His physical style of play translated to blocking as well. Legendary Coach John Madden said that Cookie was the best blocking running back “that ever played the game.”

Cookie was one of the first football players who used his dominant play on the field to speak about issues of racism and civil rights. Cookie thought that Canada was a more open and less prejudiced society than the United States and commuted to Buffalo from Toronto, where he raised his family. However, he came to Buffalo for the money and to enact change. In 1963, Cookie said in an interview, “remember a lot of things happened when I left the states. Little Rock, Meredith, Freedom Riders, sit-ins… There’s a big change happening and I’m going to try and do my bit.” Cookie emphasized that his bit off the field was more important than his production with the Bills. In 1965, Cookie Gilchrist found himself leading the boycott of the AFL-All Star game in New Orleans after the black players selected experienced discrimination. The boycott succeeded, and the game was moved to Houston.

Cookie Gilchrist plows his way through Chargers’ defenders at War Memorial Stadium. (Credit to Sal Maiorana)

Cookie would continue his outspoken ways, which unfortunately turned on him. Later that year, the Bills cut Cookie mid-game because of an argument with coach Lou Saban. Cookie, later on, said that coach Saban was out of step with the times, believing that Saban treated his players like “a bunch of cattle” rather than individuals. After Buffalo, Cookie bounced around to Denver and Miami, never replicating his success with the Bills. Cookie retired in 1967 after a knee injury.

Cookie used his status to create Black Pride International, a company that endorsed black-owned businesses. Black Pride International received help from other famous athletes like Jim Brown, Bill Russell, and Wilma Rudolph. He also wrote to 321 black professional athletes in the United States, looking to form a coalition for change. Gilchrist only received 11 responses, but that did not deter him. In 1974, he created the United Athletes Coalition of America, an organization bent on helping retired athletes adjust to life post-sports. Cookie has not been inducted into the Pro Football Hall of Fame but was named to the All-Time-AFL Team and the Bills’ Wall of Fame. If anything, Cookie’s character and demeanor live on as athletes have begun using their resources for change. Cookie always believed that getting involved in one’s local community was the best way to enact change: “you can’t preach rhetoric, you have to do something.”

Cookie Gilchrist and Jack Kemp celebrating their 1964 AFL Championship. (Credit to remembertheafl.com)