What’s Behind the Alternative Uniform and Helmet Craze in College Football?

New helmets. New uniforms. Alternate helmets. Alternate uniforms. Almost everyone in the college football game is doing it. Oregon may set the pace, but up and down the FBS, and even the FCS, ranks, new looks are becoming the norm. What gives? The answers here are pretty simple: money and marketing. Money is the easiest answer. New jerseys mean new merchandise for fans to purchase. New things for fans to purchase means more cash for the apparel vendor and the school itself. New money is always a good thing, especially on the money-hungry streets of college football. The second answer, marketing, not quite as simple to explain. Fans instantly look at the new jerseys, new helmets and decide whether they like them or not. They decide to hate or love the matte black look. They debate the merits of jersey features. They agonize over the re-

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