Cleveland Browns add first brown helmet in 79-year franchise history with Alpha Dawg – Here's what fans think
The Cleveland Browns are once again turning heads with their choice of headgear. On Wednesday, the team unveiled an all-new alternate helmet design that will debut during the 2025 NFL season.
Dubbed the 'Alpha Dawg,' this fresh look features a matte brown finish with orange striping – a dramatic change from the team's traditional bright orange shells. It's the first time the Browns have ever introduced brown helmets in their history, adding a new chapter to a franchise known for its otherwise minimalist style and hard-nosed identity.
Cleveland Browns' latest look is a nod to history – and a step into the future
For a team that prides itself on tradition – and whose primary helmet has gone largely untouched for decades – the introduction of the 'Alpha Dawg' is a surprising but intentional move.
According to the Browns, this helmet is more than just a visual refresh. It's designed to reflect the toughness and leadership the team hopes to embody on the field. ''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 JW Johnson, the team's executive vice president.
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The Browns will wear the new helmets three times during the upcoming season, pairing them with brown jerseys and pants for a full monochrome, yet impactful look. This will mark a stark contrast from the club's usual aesthetic, which has centered around the orange helmets since 1952.
From white to orange and now to brown – the evolution of the Cleveland Browns' helmet
While the Browns have never featured a logo on their helmets – a point of pride for the franchise – they have experimented more with helmet color in recent years.
Over the past two seasons, the team occasionally wore white throwback helmets, a subtle nod to their roots in the All-America Football Conference and early NFL days (1950–51). Then they switched to orange in 1952 – the style that's remained largely unchanged until now.
Despite their historical significance, the white alternates didn't bring much luck on the field. The Browns went just 2-4 in games wearing them, including the Week 2 contest in 2023 when star running back Nick Chubb suffered a rather serious knee injury.
A clean look with an unusual sponsor on the helmet
The Browns partnered with DUDE Wipes to promote the helmet launch, a branding choice that quickly caught the attention of fans across the internet. Known for its fun and offbeat tone, DUDE Wipes leaned all the way in. '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 DUDE Wipes co-founder and CMO Ryan Meegan.
'We're pumped to team up with the Browns for one of the most iconic helmet reveals the league has ever seen.'
Cleveland Browns Debut New Matte "Alpha Dawg" Helmet Live On The Pat McAfee Show
FAQs
Q: When will the Browns wear the new 'Alpha Dawg' helmets?
A: The Cleveland Browns plan to wear the new brown helmets three times during the 2025 NFL season, pairing them with matching brown jerseys and pants.
Q: Has Cleveland ever worn brown helmets before?
A: No. Despite being founded in 1946, this marks the first time the Browns have introduced brown helmets as part of their uniform.
Q: Why don't the Browns have a logo on their helmets?
A: The Browns are the only NFL team with plain helmets. It's part of their longstanding tradition and minimalist brand identity, and even with alternate designs, they've kept it that way.
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