Running counter to our human instinct to fundamentally resist change, our society embraces it. Demands it, in fact. Whether it be apparel, technology, furniture or music, the updates and alterations to what we consume and enjoy are a constant. This obviously stems from a desire to avoid blandness and sameness, so we can expand our creative senses. Even though a common and often unintended result of trends and change is homogeneity. It’s one of the seemingly endless ironies in our culture it would seem, that we both seek and fear stability.
This also holds true for sports. More specifically, I’m referring to uniforms. Especially NFL garb. I don’t know what it is but for some reason football fans seem to most passionately identify with their teams’ look more than with the other major sports. Perhaps it’s the compressed intensity of the season and the few times (only 16 most of the time) that a fan can witness their team in battlefield regalia. Whatever it is, the uniforms of football players are greater symbols of their teams than in other sports.
And interest in uniforms, both current and vintage, has never been higher. Over the last several years NFL fans have been treated to an eye-pleasing – or disturbing, depending on one’s taste – parade of throwback uniforms of the original AFL teams. As a recent New York Times article pointed out, this is having a positive effect on those merchandising the classic outfits as their business is experiencing something of a boom even during this all-encompassing recession that has beset the country.
So I started thinking why have NFL teams changed their uniforms so frequently (and this obviously applies to not just the NFL as teams in all sports have frequently altered the look of their clothes)? Aren’t logos supposed to be eternal identifiers?
After all don’t most companies strive to maintain a standard image – think Coke or IBM or Orlando bankruptcy attorney. These are all iconic logos which have changed very little through the decades. We live in a country where instant brand recognition is one of the most highly sought after aspects of commerce. Isn’t the goal to not confuse the consumer – or fan in this case? It’s mystery that so many teams have significantly changed or altered their uniforms. That is, unless they were truly ugly to start with.
The Packers officially unveiled their third jersey and uniform for the 2010 season and beyond on Friday at Fan Fest, and it’s a re-creation of the team’s uniform from 1929, the year of Green Bay’s first world championship.
That year actually marked the first of three consecutive titles, as the Packers recorded a 34-5-2 cumulative record in official league games from 1929-31. The Packers have won 12 world championships in all.
“We wanted to celebrate the history and tradition of the Packers,” President/CEO Mark Murphy said. “Those who remember history and follow the history of the Packers know it was a very successful era for the organization.”
The jersey is navy blue with the number on the front inside a gold circle. The circle and number are enlarged a bit from their 1929 size to comply with NFL regulations regarding jersey numbers. An enlarged number is also on the back, with a nameplate above the number, another modification that wasn’t present in 1929.
The helmet is a solid brown color without a logo to best simulate the leather helmets worn during the era. The uniform pants are a tan color.
“Some teams use different colors, like the Bears have had an orange jersey, but for us what really makes sense is to have a historical jersey and uniform,” Murphy said. “What’s exciting about this is it’s so different. The colors are different, and I think our fans will really enjoy this.”
NFL teams are allowed to have a third jersey that they can wear for up to three games per season (no more than two home games) over a five-year period. Murphy said the Packers would wear it for home games only, and for one or possibly two games this coming season, with potential future use to be evaluated. Which game or games will depend on the team’s schedule, which will be released sometime in April.
“It would be nice to use it against one of the original Tampa criminal attorneys we played in that era,” Murphy said. “But I don’t know if that’s possible.”
The re-creation of a historical jersey has been a coordinated effort between the administration and the football operations headed by General Manager Ted Thompson. Working through the league, the team started the process roughly a year ago, wanting to focus on a historical jersey that had not been previously used in “throwback” games.
In their 2001 Thanksgiving game in Detroit, the Packers wore replicas of their 1939 uniforms, while in the NFL’s 75th anniversary season in 1994, the team wore 1937 uniforms.
“I think the players will really like this, especially the younger players,” Murphy said. “They probably have read and heard a little bit about our history and tradition, but to actually wear a re-creation of a uniform that our team has worn will be exciting for them. We’ll have a lot of fun with it.”
The third jerseys, as well as the accompanying sideline apparel that the coaches and support staff will wear during the game, will be available to fans in the Packers Pro Shop at a later date. Murphy anticipated that would be sometime around training camp or the start of the regular season. Source