The Cleveland Browns have officially unveiled their new alternate helmet, marked by a video that emphasizes their team's identity with the caption, 'a new look up top, molded by hardened toughness.' The anticipation for this release was palpable, as the AFC North team utilized various promotional strategies, including a hype video and collaboration with The Pat McAfee Show leading up to the moment of the reveal. The new all-brown alternate helmet, which has been named 'Alpha Dawg,' will complement the team's all-brown jersey combination.

This distinct helmet features a matte finish in all-brown, adorned with two orange stripes and an all-brown facemask. With this design, the Browns are set to make franchise history by donning a brown helmet for the first time. The 'Alpha Dawg' helmet will make its debut during three home games: on September 21 against the Green Bay Packers, October 19 against the Miami Dolphins, and December 7 against the Tennessee Titans. This helmet joins the team's existing white alternate helmet, marking it as the Browns' third helmet option since the NFL expanded its uniform policy in 2022 to permit a third helmet, as long as it is compatible with authorized uniforms.

In the lead-up to the helmet's launch, the Browns also generated excitement through various creative marketing tactics, including the strategic placement of a large, circular object covered by Browns branding, which was seen floating on a raft in the water. This promotional timing coincided with the start of training camp. As the release has taken place, questions arise concerning the starting quarterback position for the Browns when they wear their new helmets. With Deshaun Watson currently sidelined due to an injury, the competition appears to be heating up among Joe Flacco, Kenny Pickett, Dillon Gabriel, and Shedeur Sanders. The Browns' decision to select two rookie quarterbacks in the middle rounds of the 2025 NFL Draft has garnered attention. However, they will need to outpace the veteran Flacco in order to solidify their starting position. Having finished last season with a record of 3-14, the pressure is on whoever secures the starting role to help turn the team's fortunes around, especially with a challenging opening matchup against Joe Burrow, Ja'Marr Chase, and the Cincinnati Bengals on September 7.