"deep".
National media wants to categorize the Big12 as "chaotic" or "surprising". The Athletic did a weekly "Chaos-meter" for all Big 12 games. At best they sometimes say we represent "parity". None of these help the perception of the league. DONT USE THESE PHRASES to describe the Big 12.
The narrative needs to be instead that the Big 12 is the most "competitive" or the "deepest" conference, and is "challenging" or "difficult" to win.