The Cleveland Browns have officially unveiled their new alternate helmet, marking a significant step in the team's identity this season. The franchise revealed the helmet with a video announcement featuring the tagline, 'a new look up top, molded by hardened toughness.' The anticipation surrounding the helmet's release was heightened by a promotional video and a collaboration with The Pat McAfee Show.

This all-brown helmet, known as 'Alpha Dawg,' features a matte brown shell, two orange stripes, and a matching all-brown facemask, making it a historic addition as it is the first brown helmet the team has worn in its history. The Browns will don this new headgear during three upcoming home games: September 21 against the Green Bay Packers, October 19 against the Miami Dolphins, and December 7 against the Tennessee Titans. With this announcement, the 'Alpha Dawg' helmet joins the Browns' existing white alternate helmet, making it the team's third helmet option.

The NFL, having expanded its uniform policy in 2022, permitted teams to add a third helmet, provided it corresponds with authorized uniforms. To further build anticipation, a large circular object covered by a Browns tarp was seen on a raft floating in the water, leading up to the reveal. As training camp commences, attention now turns to who will lead the team on the field when they wear the new helmet. With quarterback Deshaun Watson sidelined due to injury, the competition for the starting position has become intense, featuring Joe Flacco, Kenny Pickett, Dillon Gabriel, and Shedeur Sanders. The team's decision to select two rookies in the middle rounds of the 2025 NFL Draft certainly raised eyebrows, as they will have to compete against the veteran Flacco. Following a challenging 3-14 season, the new starter will face immediate pressure to improve the team's performance in the highly competitive AFC North. Their season opener against the Cincinnati Bengals, featuring star players Joe Burrow and Ja'Marr Chase, is set for September 7, signaling a demanding start to the season.