If at first you don’t succeed − well, that’s been a way of life for the Cleveland Browns during the past six decades or so. And, despite what you might think, that apparently includes their headgear.
The only team in the NFL that doesn’t sport any kind of logo on its helmets − and one of four to never reach the Super Bowl − is taking another stab at an alternate dome after occasionally wearing a white one the past two seasons. Wednesday, the Browns revealed a new-look lid that will be worn at times in 2025, one that features … a lot of matte brown with orange stripes.
The team is calling the new crown it’s ‘Alpha Dawg,’ which, much to the delight of the internet, is sponsored by DUDE Wipes, the company even providing a statement with the team’s news release.
‘As the kings of keeping things clean, we’re here to back the Browns as they embrace a bold new look this season − with the launch of their all-brown alternate helmets,’ said Ryan Meegan, the co-founder and CMO of DUDE Wipes.
‘We’re pumped to team up with the Browns for one of the most iconic helmet reveals the league has ever seen.’
Ironically, the ‘Alpha Dawg’ helmets are the first brown ones the team has had since it was founded in 1946. They will be worn three times during the 2025 season in a monochromatic presentation along with the club’s brown jerseys and pants.
“‘Alpha Dawg’ embodies what we set out to be as the Cleveland Browns, the leaders of the pack. We’re excited about this new alternate helmet and the ode it pays to the rich history of the color brown as part of our organization, switching it up from our iconic orange helmets,” said team executive vice president JW Johnson in a statement.
Like the team’s traditional orange helmets, the brown and white alternates feature no insignia and only employ three stripes down the centerline.
Notably, a team that has never reached the Super Bowl, has gone 2-4 in the throwback white unis during the past two seasons and lost running back Nick Chubb to a devastating knee injury when they debuted in Week 2 of the 2023 season.
The Browns originally wore white helmets when they were dominating the All-America Football Conference in the 1940s and during their first two years in the NFL (1950-51).
The team switched to what’s become its (regrettably?) signature orange helmets in 1952.
The Browns, along with every other team, will be permitted to wear alternate and/or throwback uniforms a combined total of four times this season, up from three in previous years.