On Friday, several NFL teams showcased teaser videos on social media, hinting at the upcoming release of their Rivalries uniforms. Teams including the Buffalo Bills, New England Patriots, New York Jets, Miami Dolphins, Seattle Seahawks, Los Angeles Rams, San Francisco 49ers, and Arizona Cardinals were part of this marketing campaign on X, leading up to the unveiling of these special uniforms on August 28.

The AFC East and NFC West divisions have been selected to debut the Rivalries uniforms in 2025, with plans to introduce two additional divisions each year through 2028. Alongside the uniform announcements, key Rivalries games for the 2025 season have also been disclosed. Notably, the Bills will wear their Rivalries uniforms against the Patriots in Week 5, while the Cardinals will showcase theirs in a matchup against the Seahawks in Week 4, and the Rams will sport theirs during a game against the Seahawks in Week 11. Each team from the AFC East and NFC West will don their respective Rivalries uniforms once at home against a divisional rival during the regular season.

In April, the NFL first introduced the Rivalries initiative, aimed at enhancing NFL rivalry games and fostering greater fan engagement. An official press release indicated that the designs of the Rivalries uniforms will draw heavily from insights related to local communities, incorporating elements that reflect the unique history and characteristics of each team's city. As the release date approaches, details about the designs remain limited, although the teaser posts on social media suggest themes such as winter for the Bills, water for the Patriots, and a desert theme for the Cardinals. The August 28 unveiling is strategically scheduled one week prior to the start of the 2025 NFL regular season, which kicks off on September 4, featuring a matchup between the reigning Super Bowl champion Philadelphia Eagles and the Dallas Cowboys.