Jaguars Unveil “Bold City” Rivalries Uniform
The Jacksonville Jaguars are putting Bold City pride front and center. As part of the second year of the NFL Rivalries program, the Jaguars have unveiled a new uniform designed specifically around the identity, history and confidence of Jacksonville. The Jaguars will debut the uniform Nov. 1 against AFC South rival the Indianapolis Colts.
The Rivalries program gives participating NFL teams an opportunity to create uniforms rooted in the communities they represent, with Nike, the NFL and each club working together to develop designs that go beyond traditional team branding.
For Jacksonville, the result is a look built around the city's motto and attitude: “Fortune Favors the Bold.”
The centerpiece of the new uniform is the helmet. Jacksonville's teal shell gets a gloss finish, while a prominent “904” mark appears on the helmet, representing the area code that has become synonymous with Jacksonville.
The helmet is paired with a striking gold facemask, giving the Jaguars a unique combination that immediately separates the Rivalries look from their standard uniforms. It's a simple detail, but one that makes the helmet feel distinctly Jacksonville.
Another detail appears on the outside of the collar. “Since '95” commemorates the Jaguars' inaugural season and the beginning of the franchise's history in Jacksonville. The jersey also features a cursive “Jaguars” script, a nod to the team's Southern roots and another departure from the club's more traditional typography.
The Jaguars will wear the Rivalries uniform with a white jersey, black pants and white socks.
The black pants feature a prominent teal stripe with gold trim, but there's another detail hidden within the design. The pants feature a subtle jaguar-print pattern, creating a tonal texture that is easy to miss from a distance.
Hidden within the jaguar spots are the names of Jacksonville neighborhoods. It's one of the most personal details in the Rivalries collection, turning the pants into a representation of the communities that make up the city. Rather than simply putting Jacksonville's name on the uniform, the Jaguars incorporated the actual neighborhoods that make up the city.
The Rivalries uniform isn't a one-game-only special.
After debuting against Indianapolis on Nov. 1, the new look will become part of Jacksonville's regular uniform lineup for three years, joining the team's existing alternate uniforms.
For Jacksonville, the Rivalries uniform is more than another alternate. It's 904. It's DUUUVAL. It's Bold City.
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