The Cleveland Browns have unveiled their new alternate helmet for the 2025 season, dubbed 'Alpha Dawg,' presented by DUDE Wipes. This marks the first time in the team's history that they will sport an all-brown helmet.
The 'Alpha Dawg' helmet features a matte all-brown shell, complete with a brown stripe flanked by two orange stripes down the middle, and an all-brown facemask. The Browns will pair this helmet with an all-brown jersey combination for three home games during the 2025 season: September 21 against the Green Bay Packers, October 19 against the Miami Dolphins, and December 7 against the Tennessee Titans.
"'Alpha Dawg' embodies what we set out to be as the Cleveland Browns, the leaders of the pack," said JW Johnson, Cleveland Browns Executive Vice President and Partner. "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."
DUDE Wipes, the presenting sponsor, celebrated the launch with a unique stunt on Lake Erie, unveiling a large inflatable DUDE Wipes x Browns brown helmet on a barge near Huntington Bank Field.
Mixed Reactions to the New Look
While the Browns organization is enthusiastic about the 'Alpha Dawg' look, initial reactions from fans and media outlets have been mixed. Some appreciate the nod to the team's history and the bold new direction, while others have been less complimentary. Some have even compared the uniforms to the color rush uniforms of the late 2010s and early 2020s, stating that the overall look is not a good one.
The unveiling comes amidst a flurry of NFL teams revealing new uniforms, including the Buffalo Bills' red helmet return and the Tampa Bay Buccaneers' throwback white uniforms. Whether the 'Alpha Dawg' will be a hit or a miss remains to be seen, but it has certainly sparked conversation among Browns fans and the wider NFL community.