PHOENIX – In the digital age of college sports, uniform reveals have become an integral part of instilling hype in your program. In the era of NIL and revenue sharing, they have become another essential part of contributing to the money pot.
That’s why the Arizona State football team’s reveal Monday of their core uniforms for the upcoming 2025 season is not just about aesthetics.
“With everyone now (schools, uniform providers, athletes themselves) getting a slice of the revenue pie, it behooves all involved to ‘push’ the secondary merch as much as possible,” Uni Watch editor Phil Hecken said in an email.
In 2024, for example, Boise State running back Ashton Jeanty came just short of topping the list for the Heisman Trophy, but his jersey sales did not receive the same fate.
Jeanty’s No. 2 blue uniform was the top-seller at the NIL Store last season. Former ASU running back Cam Skattebo finished among the top 15 male athletes of all sports.
Heading into a season where Arizona State quarterback Sam Leavitt has already been named the preseason Big 12 Offensive Player of the Year, he and the Sun Devils could reap similar benefits.
A passing glance at the unveiled home maroon and road white kits, and one might struggle to recognize the fresh elements added to the team’s new designs. But several minute differences create a new, distinguished look.
One of the most notable changes – and featured for the first time since 2017 – the “Arizona State” wordmark is visible on each uniform.
“I didn’t even realize the Arizona State script wasn’t there (on our jerseys last year),” ASU graduate lineman Ben Coleman said in an X post. “But, I love the new fit.”
Both the home maroon and road white uniforms have their own discernible characteristics.
Tradition meets evolution. #ForksUp /// @adidasFballUS pic.twitter.com/MfeI7Qs0oN
— Sun Devil Football (@ASUFootball) July 7, 2025
The reigning Big 12 champion’s home maroon set is paired with gold pants and a gold helmet, where the classic “Sparky” logo – which was featured on last season’s team’s helmets in the Big 12 Championship game against Iowa State and College Football Playoff quarterfinal game against Texas – has become the centerpiece of the new standard home helmet.
In stark contrast to the home uniforms, the road outfits for next season’s Sun Devils squad are embracing a whiteout look: white jerseys, white pants and white helmets. A maroon-traced pitchfork is distinct from the bright white background of the new standard road helmet.
In addition to the new wordmark, a new custom number font is balancing out each design. Referred to as “Sun Devil Bold,” the font is intended to “reflect the strength, precision, and pride of the Sun Devil identity” to the point that it is only unique to ASU. Numbers in the same font have been added to the shoulder plates on each uniform, but have shifted upward toward the neck in comparison to the numbers on last season’s uniforms.
Amid a swath of alterations, some elements that reflect the culture and tradition of Arizona State football are remaining unchanged.
The “PT-42” badge – sitting in the center at the base of each uniform’s collar – continues to commemorate the indelible impact that the late Pat Tillman made on the institution and the country. The badge has consistently appeared on ASU football uniforms since 2015, when the then-released home maroon set was a purposeful, essential near-replica to the uniforms worn during Tillman’s 11-1 senior season in 1996.
On the maroon jersey, a golden silhouette logo of Tillman sits just above the Big 12 logo and displays Tillman’s number “42.”
Laced into the inside rear collar, a brief acronym reads “O2V,” representing the phrase in the last line of the Arizona State fight song, which exclaims “onward to victory!”
The path to victory is something that the resurgent ASU program hopes to continue its journey on, heading into a season with heightened expectations.
At Big 12 Media Days Tuesday, coach Kenny Dillingham looked to temper what has become a cacophony of positive discourse surrounding the program following a season that ended in the program’s first playoff appearance.
“The reality is (that) there’s been a lot of teams in college football who have done what we’ve done,” Dillingham said. “Who have won one year and then come back to reality.
“The real challenge (is) how do we not become what normal teams in our situation do, which is fall back to where we’ve always been.”
While the football team looks to build upon the foundation that has been laid, the team aesthetic looks to do the same.
The uniform reveals are just getting started, ASU athletics director Graham Rossini said in a post on his X account.
“(We’ll) double the fun with two more looks along the way,” Rossini said.
“Stay tuned.”
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