The most recent national championship game featured two teams (both Nike schools) that take a very traditional approach to uniforms. Both Alabama and Clemson have bucked the alternate uniform craze. Instead, they pride themselves on uniforms that are consistent with tradition and consistent from week-to-week, both coaches declaring alternate uniforms a “distraction.” They support their approach with on-the-field evidence; the teams are among the five winningest of the last five years (along with FSU, Ohio State, and yes, Oregon). For these schools (and others), tradition is the brand, and apparel companies like Nike and Under Armour capitalize on rather than transform it. Consider this video, released the week following Clemson’s spring game, where the Tigers double-down on their traditional brand by reintroducing uniform elements from their 1981 National Championship season: “The great thing about Clemson,” states a voice over compelling images of star quarterback Deshaun Watson, “you don’t have to start over to achieve greatness. Tradition does it for you.” :
