With three words emblazoned in ink across his stomach, Ben Cousins' spectacular fall from grace was complete in 2007.
In a year blighted by his very public battle with drugs, his suspension from the club, the death of one of his closest friends and his humiliating arrest while shirtless, Cousins had become the human face of the troubles plaguing the West Coast Eagles.
The fallen champion flew to Los Angeles for rehabilitation twice but only checked in once - his second journey ending in a frantic 911 call after an alleged three-day cocaine binge.
By year's end, the AFL was left with little option but to intervene in the long running soap opera that had become Cousins' life, suspending him for 12 months for bringing the game into disrepute.
All the while, Geelong had finally arrived as an on-field force to end a 44-year premiership drought.