Yesterday, the Jacksonville Jaguars unveiled new uniforms for the upcoming season, as well as a redesigned logo. The announcement was made at Nike’s campus in Beaverton, Oregon. The uniforms, which are part of the Nike Elite 51 line, “deliver everything an athlete needs (and) eliminates what he doesn’t, while pushing the limits on creativity and design,” according to Todd Van Horne, Nike’s VP and Creative Director of Football.
For a football franchise that has been struggling in recent years, I think the redesign is a good move. The Jaguars have the 2nd overall pick in the NFL Draft this year (which starts tomorrow night) and need to start building excitement for the season. And though a new logo alone won’t make people forget about their poor record last year, it’s an opportunity to start re-building their brand. The modern look should appeal to a younger audience, and with a team full of young talent themselves, may help in fostering a connection to the community.
This, of course, is just a small step in the brand building project for the Jaguars. As is the case in business, your marketing and branding efforts can go a long way, but if you’re putting out a product that no one wants (or wants to watch), you’re going to have a hard time getting the support you need. So while the new logo and uniforms will certainly help jersey sales in the short-term, if they Jags don’t figure out a way to start winning some games soon, their marketing department could be in for (another) long season.