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Hayes did it primarily so when he, as a cornerback, contacted a receiver, he could stay in contact with him longer. The NFL rule at the time allowed this -- as long as the contact didn't break off, it was OK.
Another Raider, I think it was George Buhler, put Vaseline all over his jersey so offensive linemen couldn't hold him. Later, the NFL changed the rule getting rid of "foreign substances." The joke was that Buhler allegedly went to the trainer and told him, "you know the new rule about foreign substances; make sure the Vaseline is made in America!"
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