The Cleveland Browns have introduced their new alternate helmet, a development that has attracted significant attention within the NFL community. The team unveiled the helmet through a video release accompanied by the caption, 'a new look up top, molded by hardened toughness.' This highly-anticipated reveal was preceded by a promotional buildup, including a hype video and a collaboration with The Pat McAfee Show.

The alternate helmet, which the Browns have named 'Alpha Dawg,' features a matte brown shell, two striking orange stripes, and an all-brown facemask. This design marks a historical moment for the franchise, as it represents the first time the Browns will don a brown helmet. The team plans to wear this alternate helmet during home games against the Green Bay Packers on September 21, the Miami Dolphins on October 19, and the Tennessee Titans on December 7. The introduction of the 'Alpha Dawg' helmet means that the Browns now have three helmets in their rotation, the other alternate being a white helmet.

The NFL's uniform policy, which was expanded in 2022, allows teams to introduce a third helmet, provided it can be paired with authorized uniforms. Notably, the excitement leading up to the helmet's introduction included creative promotions, such as a large, circular object draped in a Browns tarp, floating on a raft in a body of water. Coinciding with the opening of training camp, the unveiling has also raised questions regarding the team's starting quarterback. With Deshaun Watson unavailable due to injury, the competition appears to be intense among Joe Flacco, Kenny Pickett, Dillon Gabriel, and Shedeur Sanders. Cleveland's decision to select two rookies in the middle rounds of the 2025 NFL draft generated speculation, as they will need to outshine experienced quarterback Joe Flacco to claim a starting position. Following a challenging 3-14 season, the candidate for the starting role will face immediate pressure to contribute positively to a team aiming to improve in the competitive AFC North. The season starts with a formidable matchup against Joe Burrow and Ja'Marr Chase of the Cincinnati Bengals on September 7.