Los Angeles Chargers 2025 Alternate Uniform Launch

ABOUT THIS ENTRY

The Chargers’ 2025 Alternate Uniform Launch aimed to honor the franchise's history while redefining what a modern sports uniform campaign can be. Grounded in deep archival research, the team carefully reimagined two defining eras in our team's history: Charger Power and Super Chargers. Both eras were treated as their own fully realized brands— intentionally crafted to authentically capture the spirit of the time while resonating with today's fans. The result? A shared emotional experience that strengthened fan connection, sparked widespread conversation and reinforced the Chargers reputation as leaders in culture, design, and the “art of creating a moment.”

How does this represent "Excellence in Engagement"?

For some fans, this launch marked their first time experiencing an era they had only ever heard about, in a city they may not have lived in. For others, it reflected everything they once lived and loved. With that in mind, it was our responsibility to make every decision with intention and care and. We weren't simply launching uniforms; we had the memories and emotions of an entire generation of fans in our creative hands. 

The goal was not nostalgia for nostalgia’s sake, but to authentically capture the spirit of each era in a way that felt true, modern, and emotionally resonant. In execution, we transformed historical inspiration into immersive, modern storytelling across digital and social platforms, culminating in a transformative experience at our first Super Chargers game. From individual social assets to the full-stadium experience, every touchpoint worked together to build a cohesive world around the launch; setting a new precedent for how we tell larger, intentional stories through uniform reveals.

Objective

For years, the Chargers have been recognized for having some of the best uniforms in the NFL. With our 2025 Era Uniform Launch, we aimed to uphold that standard and raise the bar for uniform reveals across professional sports. As uniforms have evolved into their own subculture, often drawing interest beyond football, we saw this launch as both a celebration for existing fans and an opportunity to welcome new ones. 

We aimed to channel an aura of modern nostalgia by reimagining iconic eras from the team's history. Rooted in San Diego and now building in Los Angeles, we considered how we can honor a legacy that defines our core fan base while amplifying the momentum and cultural energy of our next chapter in L.A.. 

By leaning into the elements, colors, and even slogans of our most notable eras in our team history we aimed to generate engagement across social and digital platforms, excite fans and sell tickets for era-themed games, and finally, drive merchandise sales. 

Strategy & Execution

We began with a deep dive into the franchise’s history, digging into archival materials to inform creative direction across digital, social and game presentation. From that work, two distinct executions emerged: Charger Power and Super Chargers. The Charger Power uniforms, draped in gold from head-to-toe, channel the California sunshine of the late 1970s and early 1980s under coach Don Coryell. In contrast, the all-navy Super Chargers uniforms draw inspiration from the gritty, effortlessly cool energy of the late 1990s and early 2000s, when the team was defined by icons like LaDanian Tomlonson and Junior Seau. 

To ensure consistency, we developed a dedicated brand guide for each theme, informing everything from typography and photo textures to legacy-inspired logo marks. By building a fully realized world for each era, we elevated the uniform reveal into a cultural moment that honored longtime fans while creating a meaningful entry point for a new generation. All while operating discreetly to prevent leaks.

Custom sets were built out for full video and photo shoots that captured each era’s energy and themed hype videos were complemented with personality-driven behind-the-scenes and reaction content. Treating each era as its own brand, we balanced deep archival research with contemporary storytelling.

Organizations

• Los Angeles Chargers 

Links

•   Website

Featured

• Los Angeles Chargers Players 

Credits

Jason Lavine
SVP of Brand Creative & Content
Los Angeles Chargers

Megan Julian
Vice President of Digital Marketing and Social Media
Los Angeles Chargers

Tyler Pino
Vice President of Production
Los Angeles Chargers

Tyler Brazas
Director of Art & Creative Services
Los Angeles Chargers

David Bretto
Director of Creative Video
Los Angeles Chargers

Allie Raymond
Director of Organic Social Media
Los Angeles Chargers

Carly Gough
Senior Producer of Features & Branded Content
Los Angeles Chargers

Luke Kohli
Lead Producer of Creative Video
Los Angeles Chargers

Ty Nowell
Manager of Photography & Digital Assets
Los Angeles Chargers

Patrick O’Reily
Lead Designer
Los Angeles Chargers

Kiera Schettino
Manager of Digital Product
Los Angeles Chargers

Emma Breen
Graphic Designer
Los Angeles Chargers

Ben Chairnoff
Producer or Features and Branded Content
Los Angeles Chargers

Trevin Kalick
Social & Digital Media Designer
Los Angeles Chargers

Bailey Pelletier
Producer of Creative Video
Los Angeles Chargers

Jorge Rodriguez
Brand and Visual Identity Designer
Los Angeles Chargers