Browns Unveil Bold “Alpha Dawg” Helmet for 2025 Season

The Cleveland Browns are entering the 2025 NFL season with a fierce new look. On Tuesday, the franchise officially unveiled “Alpha Dawg,” an all-brown alternate helmet that will make its debut this fall. 

Presented by DUDE WIPES, the helmet marks a historic first—the Browns have never worn a brown helmet in their 79-year history. "Alpha Dawg” features a matte brown shell, a brown facemask, and a distinctive brown stripe outlined by two orange stripes down the center. The helmet will be worn with an all-brown jersey combo for three home games: Sept. 21 vs. the Packers, Oct. 19 vs. the Dolphins, and Dec. 7 vs. the Titans.

“This alternate helmet represents what we want to be—leaders of the pack,” said Executive Vice President JW Johnson. “It’s a bold tribute to our history and a fresh way to honor the color brown that defines our franchise.”

As part of the reveal, DUDE WIPES staged a dramatic helmet unveiling on Lake Erie using a floating barge and inflatable helmet to build fan anticipation. The NFL began allowing teams to wear third helmets in 2022, giving organizations creative freedom to honor team traditions while introducing fresh visual identity. 

Alternate uniforms—like the Browns’ “Alpha Dawg” set—help energize fanbases and give players a new edge on the field.The “Alpha Dawg” isn’t just a helmet—it’s a mindset. And this season, the Browns are ready to hunt.