The Cleveland Browns are excited to announce their latest alternate helmet design, dubbed “Alpha Dawg,” which will debut in the 2025 season. This marks a significant change for the franchise known for its lack of logos—one of the few NFL teams never to have reached a Super Bowl. The new helmet features a matte brown finish with striking orange stripes, embracing a fresh aesthetic while maintaining the team’s traditional color scheme.
The “Alpha Dawg” helmets will be worn three times over the course of the 2025 season, complementing the team’s brown jerseys and pants, and pay homage to the iconic color brown that has been part of the franchise since its inception in 1946. Team executive vice president JW Johnson expressed the sentiment that this new look captures the essence of the franchise as “leaders of the pack.”
The announcement has been accompanied by a partnership with DUDE Wipes, with co-founder Ryan Meegan offering enthusiasm for the collaboration and the unique nature of the helmet reveal. The new design speaks to the team’s pride in its history, and while the Browns have faced challenges on the field—including a disappointing record in the previous two seasons with their throwback uniforms, and the loss of star running back Nick Chubb to injury—the franchise remains hopeful as they look forward to a fresh start with a bold visual identity.
This move comes at a time when the NFL has allowed teams to wear alternate and throwback uniforms more flexibly, enabling the Browns to showcase their new identity alongside those of other teams.
The “Alpha Dawg” helmets are a testament to the Browns’ enduring spirit and desire to innovate while honoring their rich heritage. As the team prepares for the upcoming season, fans have every reason to feel excited about both the new look and the potential it holds for a brighter future on the field.