Underneath the logo: The anatomy of a collegiate athletics apparel sponsorship

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  • Christine B. Hedgefog Salt Lake City, UT
    April 2, 2013 1:28 p.m.

    I especially liked the camouflage uniforms against TCU. They made us look much less conspicuous in the fetal position sucking our thumbs on the field following that spanking as an extremely overrated #5 team in the country.

  • Uteanymous Salt Lake City, Utah
    March 29, 2013 10:08 a.m.


    Congratulations on crashing, to the bottom, of a "big boy" conference. The big boys of the conference welcome having another whipping boy.

  • Cougars1 Bluffdale, UT
    March 29, 2013 8:08 a.m.

    "The first team to crash the BCS and the first team to make the jump from minor conference to major BCS conference."

    You need to do some research. Arizona and Arizona State made the jump from the WAC to the PAC long before Utah. Utah is moving forward, but don't credit them with something they did not do.

  • Aggie84 Idaho Falls, ID
    March 28, 2013 8:07 p.m.

    Personally, I liked the white out USU had for homecoming. Impressive to have everyone involved. Navy blue for the USU game against the Y this year please. Let the True Blue come through.

  • Floyd Johnson Broken Arrow, OK
    March 28, 2013 12:16 p.m.

    The "bib" uniforms were revealed to the team in a closed ceremony prior to the Washington game.

    "Nike spent six months designing these uniforms," the team was advised while Kevin Feterik pranced around the stage in the new gear.

    Matt Johnson (o-line) leaned to the guy sitting next to him, "they should have spent eight."

    The first set of bib uniforms were the wrong color. They were supposed to be essentially navy, they arrived more of a purple. I believe it was the third game before the new navy bib uniforms arrived.

  • xert Santa Monica, CA
    March 28, 2013 10:42 a.m.

    Kids really go for having a wide range of uniforms, ala Oregon. Kids also like drinking chocolate milk while eating hot pockets pizza rolls and they think that Archie comics constitute high comedy. Kids think a fine wine is something you employ to get your mom to buy you something at the grocery store. In other words, it's not that kids don't have any taste--it's that they have really childish tastes. Give me a simple Alabama football home uni-vs. a Tennessee road uni and I'll watch the game drinking a dry martini and eating a medium rare steak with a tiny sprinkle of A1 sauce.

    March 28, 2013 10:24 a.m.

    I disagree with you old school traditionalists. Utah's football program is iconic to state of modern football, so it is fitting that the uniforms are modern. Think about it, this football program is progressive it's best days are ahead. The first team to crash the BCS and the first team to make the jump from minor conference to major BCS conference. The Utes had an ok football tradition but by in large it is a modern program that is, in a way, defying the traditions and big boys only club of traditional college football.

    So we should wear modern uniforms. We should not wear traditional, simple uniforms, those are for the Notre Dames, Alabamas, Michigans, of college football. Those are traditional juggernauts with a long history with iconic, classic uniforms that have barely changed in decades. the represent what college football was and has been and they look the part. Utah represents a new wave and their uniforms look the part.

  • Two For Flinching Salt Lake City, UT
    March 28, 2013 9:47 a.m.

    @ NV

    I do, and I agree with you. I would take any of Utah's uni's in the mid 90's over what they have now.

  • Naval Vet Philadelphia, PA
    March 28, 2013 7:34 a.m.

    Two For Flinching:

    Our 1994 uniforms are my favorite. Do you remember those? That's when we had the Drum & Feather on the piping on the sleeves, and a more native american font on the "U" inside the Drum.

    GO UTES!!!

  • Y Grad / Y Dad Richland, WA
    March 27, 2013 10:43 p.m.

    "Utah has more than 12 named performance measures — BCS games, NCAA tournament appearances, etc. — which, when reached, require Under Armour to pay up."


  • Two For Flinching Salt Lake City, UT
    March 27, 2013 6:47 p.m.

    I understand that in today's landscape uniforms are important from a recruiting/merchandising standpoint, but in my mind Utah's uniforms in 1996 were perfection. Put on a red jersey and go play ball. Be a football player, not a model.

  • clehman Sandy, UT
    March 27, 2013 5:43 p.m.

    The best unis we've had in recent memory were the ones in 08 and 09. Coincidentally that's the year we won the Sugar Bowl.

    Why we went back to the tiny, ugly block numbers is a mystery.

  • UoU 1991 Park City, UT
    March 27, 2013 5:14 p.m.


    "The black matte helmets with the white or red drum and feather are ugly. The black uniforms with the crimson helmet from a couple of years ago were really good looking. The camo sleeves under their uniforms are ugly. The red pants with white jersey look is a good one."


    I've heard that the Utes might be phasing out the Drum and Feather, replacing it with a mountains theme; wouldn't be a bit surprised if Utah is getting a little behind-the-scenes pressure to be more politically correct. Of course, the Utes could also just be changing things up to get fans to buy more gear.

  • gdog3finally West Jordan, Utah
    March 27, 2013 4:01 p.m.

    I like it as well Y graduated Dad.

    All the new uniforms is just a ploy to sell more merchandise. I wear my school colors as a fan but I have set parameters for buying gear, especially blackout gear, pink stuff for the girls, and military uniforms with a school logo on it. It's ridiculous.

  • UtahUte16 Salt Lake City, UT
    March 27, 2013 2:59 p.m.

    I would like for Utah to have every possible combination of red, white, and black, including helmets. Various combinations of drum and feather and block U's on the helmets would be cool too. I think an all white Utah uniform would be awesome. I don't think Utah should ever go the route of Oregon, but a bunch of different, yet similar uniforms would be cool.

  • Whoa Nellie American Fork, UT
    March 27, 2013 11:19 a.m.

    “We’re establishing ourselves as a national brand. When people see us in the unique cool uniforms and are talking about us in North Carolina, or Michigan or throughout the entire country … that is the brand expanding,” Argust said.

    No, that is daydreaming.

  • Y Grad / Y Dad Richland, WA
    March 27, 2013 10:48 a.m.

    Wow! So far, comments that have stayed on target with derogatory comments reserved for the uniforms. I like this.

    Branding is a two edged sword. Yes, building recognition for your trademarks is important, and that would lead to staying the same. Building buzz though also builds the recognition of the entity, not necessarily the logo, colors etc.

    And to paraphrase PT Barnum, good publicity or bad, just spell the name right. When people are buzzing about the nasty Oregon unis or the Smurf turf, branding is on the rise.

  • Stgeorgebyu St. Georg, UT
    March 27, 2013 10:47 a.m.

    StGtoSLC; I like the wide basketball sleeve but I agree with you on the tight tops and loose pants, yuck! Oh and on a side note, the t-shirt look that Golden State is using is the worst.
    UteNationAlum; we have had a good conversation about unis and you had to bring in to much of your hate, to bad.
    gonefishn; the real BYU blue is navy. It wasn't till the early 70's that it became royal instead of navy.

  • Duckhunter Highland, UT
    March 27, 2013 10:40 a.m.


    You aren't alone on the basketball jersey thing, I don't like the new cut either, I prefer the older, looser ones.

    March 27, 2013 10:13 a.m.

    I didn't think the Y's black unis were that bad, it was just a stupid decision to debut them at a daytime game. I've liked all of Utah's blackout uniforms with the exception of 2010 when it was combined with the armed services game. Those looked bad, and again it was at a daytime game.

    Personally, I like Under Armour's uniforms the best, but the Nike schools got a big boost in their image when the NFL went Nike this year. Nike's shoes are second to none and Under Armour's shoes are second to last, but they are getting better. Some of the basketball shoes, particularly the Spines, are a vast improvement over the shoes the team wore last year.

    Also, am I the only one who kind of hates the direction basketball jerseys are headed? I love the classic skinny sleeve, low-cut, loose-fitting jersey. All the jerseys now are tight-fitting with wide sleeves (in Adidas' case, even short t-shirt sleeves), collar up to the neck. Let guys wear a t-shirt underneath the jersey if they want to. That's my opinion.

  • gonefishn Salt Lake City, UT
    March 27, 2013 10:05 a.m.

    I personally cannot stand that ASU has de-emphasized Sparky, The Ute's have taken few opportunities to do the same with the drum and feather in deference to the block U and I never saw anything wrong with BYU's uniforms with the real BYU blue.
    These marketing people talk about "branding" but I am not sure if they know what that means? I thought the entire idea of branding was to have consistent uniforms, symbols and apparel that are distinctly recognizable at first glance to what ever institution they are supposed represent.
    Rather than have some good looking classic uniforms we have 120 schools pretending they are Oregon. I hate USC but respect the fact they change for no one.

  • UteNationAlum Cottonwood Heights, UT
    March 27, 2013 10:04 a.m.

    My favorite Ute unis are actually the black with red logo helmet, red jersey and black pants. I really like that look.

    For Byu I hated their black unis. The navy blue just didn't do it for me. Even though I'm not a fan of the Y, I think their coolest unis would be to go back to the blue from the past. They wore them a few years ago when they beat the utes in Provo and max hall made a fool of himself. Those jerseys were pretty rad in my opinion. Lose the black though. That is not BYU to me.

  • Stgeorgebyu St. Georg, UT
    March 27, 2013 8:52 a.m.

    Wow Dew, Navel Vet, Ute95 what do you like? I liked the black on the cougs, I also really liked the Utes black, but with the red not the white logo. When the Utes dress in black with their red helmet it pops! Change can be nice once in awhile and lets face it, it sells more stuff and it will always be about the money!

  • Duckhunter Highland, UT
    March 27, 2013 8:55 a.m.

    I think utah's uniforms have been hit and miss, some have been pretty cool and some have not. The black matte helmets with the white or red drum and feather are ugly. The black uniforms with the crimson helmet from a couple of years ago were really good looking. The camo sleeves under their uniforms are ugly. The red pants with white jersy look is a good one.

    I guess you have to try things out to see what works.

    I like BYU's classic look and I thought their black uniforms from last year were pretty cool but I do not like the all white look they sometimes use, I never liked the crowton era uniforms with the bibs, really ugly.

  • DEW Cougars Sandy, UT
    March 27, 2013 8:37 a.m.

    Black was not cool at that last game at Lavell Edward Stadium and yes we lost to Oregon State pretty bad. Oh yeah, please don't ever bring back that BIBS ever again. And that Oregon Duck feather on their shoulder pad and the whole outfit look ugly too.

  • Naval Vet Philadelphia, PA
    March 26, 2013 3:19 p.m.


    Agreed. I liked the idea of a black helmet for our "Blackout" games, but not for the other ones. I also don't like the the "Black Matte" style with the plain Red or plain White Drum & Feather. I would have preferred seeing a glossy black helmet with the exact same Drum & Feather as modeled on our red helmets.

    Other than that, I think our uniforms are pretty nice.

  • Utah'95 FPO, AE
    March 26, 2013 1:58 p.m.

    Here's one loyal Utah fan who hasn't found the Ute uniforms to be all that "cool" recently.