From The Athletic
SoFi Stadium, the newly named future home of the Rams and Chargers, progresses toward a midsummer opening next year. But for Rams fans, that’s just part of the lavish new beginning.
The Rams also will unveil a completely new logo, uniform set and color scheme. The fresh look will debut when the Rams kick off the 2020 season, although the team is expected to roll out the changes in stages throughout the offseason.
To say Rams fans are eagerly awaiting the uniform announcement would be an understatement. Almost from the moment the Rams were granted approval by the NFL to relocate back to Los Angeles from St. Louis in January 2016, fans have been tracking, bracing for and talking/arguing/fretting about how the new uniforms eventually will look.
That puts Kevin Demoff, the Rams’ chief operating officer and vice president of football operations, under immense pressure. The Rams have an army of people putting their heads together to figure out the best way to tell the Rams’ new uniform story, but Demoff’s voice ultimately will carry the day as the final decisions are made.
And it sounds like that final call is coming soon. This week on “11 Personnel,” the Rams podcast on The Athletic, Demoff said he and the Rams are about midway through the fourth quarter in terms of making their decisions.
“We’re in the final stages with Nike on design tweaks and getting NFL approval on certain aspects of the uniform that may be different from uniforms in the past,” Demoff said on the podcast. “I think that will continue mainly through the fall.”
Once that part of it wraps up, the Rams will decide when to go public with the new look.
“I think teams have traditionally gone and unveiled uniforms sometime around the draft,” Demoff said. “Given that we’re doing a logo change, updating colors, all of that, we may do that in the offseason and the uniforms later. Or we may do it all at once. I think that is all up for discussion amongst our group.”
The drama, of course, involves how the new logo and uniforms will look and how it all will be received by Rams fans. Demoff joked about how every team’s ‘new uniform reveal’ seems to be ridiculed. The unique balancing act Demoff and the Rams must navigate involves moving the franchise forward in a new home with a new look — and attracting new fans along the way — while respecting a rich heritage and color schemes that resonate with so many fans.
Some fans identify with the white and blue of Roman Gabriel and the Fearsome Foursome. Others appreciate the blue and yellow of Vince Ferragamo, Jack Youngblood and Eric Dickerson. None are shy about voicing their opinions on what the new uniforms should look like.
“I have loved the passion,” Demoff said. “And I have a folder that sits on my desk from the heads of all the different booster clubs talking about the uniforms and what they want to see.
“We were the first professional sports team in Los Angeles. There’s such a heritage tied to that and the symbols of that. But there’s a whole generation that knows nothing about that. And so how do you blend the two? And you talked about the Coliseum being a bridge and nod back to ‘46 through ‘79 and that history and coming back there. But we’re really trying to move forward. There is this element — we really need to make sure there’s something for fans that have been fans forever and there is something for fans (like a) 10-year-old kid in the Inland Empire who wants to see the Rams in the coolest uniforms in the NFL, who may not view the old uniforms as that. And trying to find that blend is what we’ve been doing.”
Demoff did not reveal any details of the new uniforms, but he did talk about the objectives he and his team have laid out with partners, including Nike, which will manufacture the new uniforms.
“Our goal has always been to take the historical elements of the Rams uniforms — the colors, the horns, the symbolism — (and) keep those but progress them forward,” Demoff said. “You’re building the most modern and what we believe will be the world’s best sports and entertainment district at SoFi Stadium. You’re investing in all these technological aspects, these futuristic aspects. You can’t just walk in with uniforms that throw back to the 1970s. I just don’t think that that’s the right brand fit for the Rams or this stadium.
“But that doesn’t mean you turn completely away from it and you turn into this aqua and brown and green mismatch and say, ‘Here you go Los Angeles.’ It’s a balancing act between the two. We’ve had great partnerships the last year and a half who have done that and helped us with balancing that. We’ve done about 15 focus groups this offseason with fans talking about what they wanted to see in the uniforms, what they liked, what they didn’t like. From there, we put it all in the lab, and we’ll see how it all turns out.”