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New Jets Uniforms Reverse Parcells Strategy

New York Jets Media Relations

When Bill Parcells took over the New York Jets in 1997, one of his first orders of business was changing the team’s uniforms. Unfortunately for “The Tuna,” he had to wait an extra year to get this done due to the National Football League deadline for submitting the request and getting rid of all the old shit on the store shelves.

So once 1998 rolled, around the Jets were wearing their classic uniforms – the same threads they sported during their lone Super Bowl championship season the year man landed on the moon (1969). At the time, Parcells told the New York Times, ”I asked the people here what their feelings were. Their unanimous feeling was it shouldn’t have changed originally. I’m a traditionalist. I have no trouble identifying when the Yankees are playing. The Brooklyn Dodgers, the Bears, the Cubs, the Giants. Those teams have had the same appearance, and a team needs that identity.”

Another important aspect of getting rid of the green helmets was making it easier for the quarterback to find his target in what is already a sea of green – the grass and green bunting on the walls covering the blue of the New York Giants.

So with nary a concern other than trying to make a splash in a puddle of diarrhea juice, the Jets unveiled their new uniforms that are worse than the ones they wore from 1978 to 1997. With a nifty catch phrase – “Take Flight” – the team that will always play second banana to the Giants in New Jersey (it’s not New York) will now don three variations: Gotham Green, Spotlight White and Stealth Black.

Here’s the official press release:

The New York Jets unveiled three new uniforms, along with a refreshed logo, at a Manhattan event earlier this evening. The team, along with the NFL and Nike, designed and produced the new uniforms as one of the key pieces of an overall re-branding initiative for the organization.

“Our goal was to create a modern and innovative look for the future of our franchise,” said New York Jets Chairman and CEO Christopher Johnson. “We believe these uniforms will appeal to fans of all ages and is one that both fans and players would be extremely proud to wear. I am extremely excited to usher in the next generation of the New York Jets.”


The uniforms consist of three new colors, including “Gotham Green,” “Spotlight White,” and “Stealth Black”. “Gotham Green” is a brighter, more modern green developed exclusively for the Jets. “Spotlight White” is an evolution of the traditional white uniform. Inspired by the toughness, grit, and resilience of New York City, “Stealth Black” is the Jets newest color, and will be added to the traditional green and white uniforms and can be worn three times per year.

“When this process first began as an idea, we never imagined that it would come to fruition how it has,” said New York Jets President Neil Glat. “This was a process that underwent a variety of prototyping and design work to ensure a flawless finish, and we took great pride in ensuring that every detail – big or small – was correct and that our ownership’s vision was implemented.”

The innovative new design is a forward-looking statement for the organization. “New York” is proudly and boldly stitched across the chest of each uniform as a declaration of the region the team represents. Inspired by relentless speed, the “Jet Edge” is a foundational design feature on all three uniforms. The new helmets feature a dynamic new shell design and includes an updated secondary logo.

The team also revealed a refreshed primary logo, which takes the current logo and brings New York to the forefront. It features an updated shape, color, and connecting design of the football. The mark is designed to feel more modern and forward-facing compared to the previous one.

Hosted by comedian and long-time Jets fan, J.B. Smoove, the event Thursday evening featured a special appearance by artist MAX who performed his signature song, “Still New York” while Jets players Jamal Adams, Robby Anderson, Sam Darnold, Quincy Enunwa, Chris Herndon, Leonard Williams and Avery Williamson modeled the uniforms for the 400+ crowd. Also in attendance were Jets current players and Legends, WWE Superstars, and a variety of other celebrities and influencers.

“From the beginning of this project, it was clear to both the NFL and Nike creative teams that this uniform redesign needed to honor the team and its fans,” said ChrisStackhouse, Art Director, National Football League. “That meant respecting the Jets rich tradition, while also taking an exciting leap forward with a bold, youthful, modern and fearless look which embodies the New York Jets. Above all, this was done for the Jets fans who bring their own unique New York attitude and intensity to football, and now have a uniform representative of that for years to come.”

As part of the re-branding initiative, the Jets introduced the new tagline, Take Flight. The tagline, which will be used throughout the stadium and at the Atlantic Health Jets Training Center, is a call to action for players and fans to celebrate the future of New York Jets football. While paying homage to the franchise’s rich history, this campaign is about looking forward to the future.

Tonight’s launch was only the beginning of the team’s re-brand. With changes occurring over the next few months, there will be noticeable changes of the Atlantic Health Jets Training Center prior to the start of the 2019 preseason. There will also be modifications to fan facing elements at MetLife Stadium, including new end zones, wall wraps, large graphics and in-game entertainment designs.

Source: Meghan Gilmore, New York Jets

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