Deflate-Gate Threatens to Tarnish Brady's Golden Boy Image

Expert says if no proof surfaces that Brady knew about the scandal, the quarterback's brand could go unscathed.
2:45 | 01/23/15

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Transcript for Deflate-Gate Threatens to Tarnish Brady's Golden Boy Image
10:00 P.M. 9:00 eastern on ABC. More on deflate-gate. What it means for Tom Brady and his supermodel wife Giselle bundchen. What kind of fallout might they face from all the controversy? Paula Faris back with that. Hey, Paula. Reporter: Good to see you again, George. You know, they are gridiron's golden couple, Tom and Giselle collectively worth hundreds of millions. If he needs any advice on how to handle this particular pr storm all he has to do is look across the dinner table. Part supermodel, part super bowl. Tom Brady and Giselle bundchen are the ultimate power couple, the doting parents of two adorable children. ? and the take it to the bank powerhouse is behind their own multimillion dollar brand. They have endorsements like other people have Kleenex. They're the model couple of America right now. Reporter: But this morning, Brady finding himself in unfamiliar territory. Is Tom Brady a cheater? I don't believe so. Reporter: As deflate-gate threatens to tarnish the golden boy image that's made him so marketable. Pancakes. Good morning. Let's do this. Reporter: For so long. The backlash evident on social media and late night TV. If you weren't aware of this story, you would think Tom Brady had killed the president's dog. Reporter: Even one of Brady's opponents is blowing the whistle on his squeaky clean image. I think people somehow get a skewed view of Tom Brady that he's just a clean-cut does everything right and never says a bad word to anyone. And we know him to be otherwise. Reporter: Unlike Brady, Gisele has long been a lightning rod for controversy angering some women with her opinionated views about pregnancy and breast-feeding. Even calling out her husband's teammates blaming them for losing the super bowl in 2012. He didn't catch the ball when he was supposed to catch the ball. My husband cannot Throw and catch at the same time. Reporter: She's the world's highest paid model so can Brady Wirth the bad pr storm too? Experts say that depends on one key thing. If it's proven Tom knew about it despite his denials in front of the camera it's going to have a very detrimental effect on his brand. If no one can prove he knew anything about it, he will get through it unscathed. Reporter: So let's be honest. It's really hard not to like Tom Brady. I love this tweet, jimmy Kimmel tweeted last night. He said "Tom, I think what we're trying to say is we don't believe you, but we still like you and think you're handsome." Touche, George. Apropos. Jimmy Kimmel, that was great.

This transcript has been automatically generated and may not be 100% accurate.

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