The great outdoors, design, football.
A decade ago, the typical college athletics administrator likely concerns himself only with the last of these.
Not anymore. These worlds are colliding with unprecedented frequency as self-marketing matters more and more in college football. Across the nation, programs are jazzing up their facilities and uniforms in an effort to attract recruits, media coverage and donations. Ambitious programs are realizing more variation – in color, shade, design – is better.
Two trends have emerged, one piggybacking on the other.
The first trend entailed marketing an array of different uniforms designs and colors that went beyond a program’s traditional road color and home white. Oregon football kicked this off in 2006 by unveiling a dizzying array of pant, jersey and helmet combinations. Merchandise sales soared as Oregon became one of the nation’s hottest programs.
Around 2011, an offshoot trend emerged where designs of jerseys and playing surfaces incorporate local, geophysical flavor. Here, heritage – natural or man-made – meets the all-important “buzz” factor.
Oregon basketball, one of the first to get into the act, superimposed onto its new court silhouette images of the state’s native fir tree. Other programs have made similar moves. Palm tree images now frame the courts of Long Beach and Florida International universities.
Wyoming football last year unveiled a new artificial turf with a depiction of the state’s Teton Range in both end zones. The lettering “7220 feet” is on both sidelines, marking the stadium’s record-setting elevation above sea level.
Even older, more established programs have gone down a similar, though more subtle, path.
Programs are also using man-made objects to promote their brands. Take Maryland, which in 2011 launched a “state pride” initiative that put the design of its distinctive state flag (the nation’s only one to feature British heraldic banners) on Terrapin football helmets and end zones.
Indiana went the same flag-based route with one its new football helmet variants.
So, should Arkansas join the movement?
Without a doubt.
Our state has far too much iconic imagery to stand on the sidelines and not take advantage. Why, for instance, should the Hogs settle for white helmets and black jerseys when there are so many more interesting, Arkansas-specific designs that could be used?
We’re the Natural State. It’s high time those playing our best football programs know it.
I’ve shared some ways already on Sporting Life Arkansas – including a diamond Razorback helmet – but below are some others that would work for any program in the state even thought I highlight Arkansas and Arkansas State.
1. According to a Washington, Ark. newspaper article in 1841, the Bowie knife was originally invented not by frontiersman extraordinaire Jim Bowie but by craftsman James Black. It became known as one of the most dangerous big knives in the region, just as Bielema’s Hogs aim to become of the most feared teams in the SEC. Use a a small silhouette or outline of this knife somewhere on the uniform, perhaps down the side of the legs. Make the blade diamond-like for extra points.
2. Arkansas’ Buffalo River was the first National River to be designated in the United States and along with the Hogs is one of north Arkansas’ prime attractions. It’s time they join forces. Why not incorporate an image representing running water onto the perimeter of the field at Reynolds Razorback Stadium?
3. The Red Wolves and now the Razorbacks have a thing going with mostly-black unis, we know. Tough guy and all that. But so many other programs do that, too. Why not separate yourself from the pack by incorporating colors from the most visually stunning bird native to the state? In the hands of a skilled designer, adding flecks of color from the scissor-tailed flycatcher onto the dark background would be a sure-thing eyecatcher.
The above is an update of an article that originally ran in Sync magazine in summer 2013.
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