Nike’s new approach to college football uniforms: clean and simple
Why Nike’s reversal of their bold and daring uniforms of the 2010’s is their best decision yet
Uniforms are often a polarizing subject for college football fans; they can be the visual representation of your brand or a hand-in-hand embarrassment with on-field performance. But each new look is an opportunity to make an emotional impact on the fanbase for years to come, that’s why uniform re-designs are a delicate balance.
Nike’s long-standing approach to uniforms has been to elevate each program’s aesthetics with new looks, often pushing the boundaries of innovation and tradition. However, the Beaverton, OR based company has established a new trend the past few years: transitioning programs with out-of-the-box uniforms into clean and simple uniforms. The result?
The brands have never been stronger and college football has never looked finer.
A trend that arguably started in 2018 with Oregon, has resulted in 15+ schools over the past 4 years taking part in this revolution, most notably, Arizona and Vanderbilt, programs that sported some of the most wild uniforms, released new traditional uniforms only weeks apart prior to the 2021 season:
Vanderbilt (2021)
Arizona (2021)
The 2010s trends of gradients, themes, multiple colors, and unique designs have mostly been reversed. The new era of college football uniforms is here, and it’s establishing a formidable cornerstone for the future. Here’s 3 reasons why this is Nike’s best move yet:
1. Laying the groundwork for brand extension
At first glance, one might think that removing the distinguishing symbols of a brand from a uniform (ex. Vanderbilt removing their heavy use of the anchor) is detracting from the calling card that makes a program who they are. And, while there is something to be said about using unique elements in uniform design, addition by subtraction is actually beneficial in the long term.
Nike’s return to clean and simple looks has allowed them to lean into creating a standard set of uniforms that are bold, yet conservative and iconic, yet new. By holding back in the standard uniform, they have set themselves up for the future to make a splash and continue to elevate the meaning behind the brand.
Take Pitt for example, their uniform redesign in 2019 resulted in a return to a strong blue and gold with essentially no other major design on the uniform. These were quite the contrast to their previous set which featured duller colors, stripes, and outlined numbers. However, it allowed them to reveal an all-time alternate uniform “Steel City”’ later in the season (pictured above), telling the story of their program and the city of Pittsburgh.
Nike’s start with a consistent look gives them the flexibility to extend the brand and bring out those unique elements. The result is better fan reception with alternates, as Nike doesn’t have to go from crazy uniform to an even crazier uniform, because of the essentially blank canvas. It’s a genius decision by the apparel provider who looks to profit long term on the uniform design. Similar to Gillette’s famous razor/blade business model, Nike give’s the program and fans the base uniforms that everyone agrees on, then markets to the same audience the narrative-driven alternates in the years to come. Grounded in this simplicity is an opportunity to build a strong community, brand, and legacy.
2. Connecting the community through an identity
One of the most difficult tasks in a uniform re-design is creating a look that resonates with both young and old fans. On one hand teams want to modernize for the “swag” generation, but cannot afford to lose the “tradionalists” with the deep pockets. It’s not only the decision to return to clean and simple uniforms, but HOW the decision was executed that illustrates a masterclass in branding.
Teams such as Arizona and Arkansas have completely embraced their history by taking 1 time throwback uniforms and making a permanent set. Arizona? Returned to their “Desert Swarm” uniforms of the 90s. Arkansas? The Darren McFadden era. Meanwhile others such as Wake Forest have ditched their bold shoulder designs for clean looks reminiscent of years past. Nike is effectively connecting the community of the schools through a singular identity — bringing together the hype of new uniforms with a sense of familiarity.
At its core, college football is built on passionate communities. This new trend of uniform design was a strategic move by Nike (and let’s not forget the client (coaches/teams) that approve the designs) to strike a cord with every fan. By tapping into fan’s sense of their identity, whether that’s remembering their glory days at the school or kids dreaming of playing for their favorite team with new uniforms, Nike has created a deep connection with their audiences. More importantly, the uniforms have fostered a relationship that extends beyond football and into a sense of belonging.
3. A singular vision for the future
The most effective brands are those that stay authentic over time, building trust with its consumers. Sports branding and uniform design are no different, and Nike recognizes that. They have built uniforms with lasting flexibility and timelessness for the future.
Take Baylor for example, a team that once used 3+ shades of gold, 2+ shades of green, and black and gray, colors not even in the school’s color scheme. Enter Nike with 3 simple, bold colors and simple designs that can be mismatched WHILE staying on brand. Boiling down the uniform to only a few elements and colors breathed a refreshing life into a brand searching for its unique value. The new uniforms weren’t meant to disrupt, they were meant to define a sense of identity and unity.
The establishment of the core elements and designs, along with a cohesive brand, empower everyone at the program to not only see the future but create for the future. Alignment on one common look, goal, and design brings everyone together. Nike has clearly painted a path forward for each school’s identity, removing the painstaking process of navigating a complex brand, and defining a strong tradition.
Nike’s 3+ year trend of moving to clean uniforms has been nearly universally celebrated. Gone are the days of not recognizing which team is playing on the television and ushered in is the era of deep pride in a team’s identity. From an aesthetic standpoint, visually stunning colors and strikingly simple designs are a pleasure to watch on the field. While there may be one downside of many teams having a similar look nowadays (more on that in a future blog), fans are treated to a gift from Nike: peace of mind that the future of college football aesthetics is in good hands.
Thanks for reading. If you enjoyed this article, be sure to follow me here on Medium and Twitter @BrockBrames for the latest uniform news and commentary.
Full list of schools that have transitioned to clean and simple uniforms in the past 4years: 2018: Illinois, Iowa State, Virginia, Oregon, Minnesota, Virginia Tech. 2019; Baylor, West Virginia, Pitt, Syracuse, Wake Forest, Oregon State. 2020: Arkansas. 2021: Arizona, Missouri, Vanderbilt.
About the author: Brock Brames is a uniform enthusiast, drawing his love for branding from experience as a brand manager, product marketer, and graphic designer. He is the founder of Gators Uniform Tracker, a site dedicated to documenting Florida Gators uniform news and history. He studied at the University of Florida earning a degree in Marketing while spending nearly 2 years developing the visual brands of multiple Florida Gators sports as a graphic designer. Currently, Brock lives in Seattle, WA with his girlfriend and spends way too much time snowboarding.
