Why Carolina Panthers chose to wear ‘fierce’ black helmets as alternative headgear
When the Carolina Panthers take the field at Allianz Arena in Munich, Germany on Sunday, they’ll debut a brand-new uniform look.
Players will don their “Process Blue” alternate jerseys, black pants, black accessories and their alternate satin black helmets with the two-toned Panthers logo decal on both sides. And while the Panthers have worn their alternate helmets and jerseys together — earlier this season in a home loss to the Atlanta Falcons in October — the international game will feature a new combination of threads for the squad’s overseas matchup against the New York Giants.
Like with most operations, the flare of the uniform combination starts at the top — with the secondary helmet, which has been a nearly unanimous hit with players and fans over the past three seasons.
“I think the black helmets are the best in the league,” starting running back Chuba Hubbard said earlier this year.
But why did the Panthers choose satin black helmets as alternative headgear? The Observer spoke with Carolina’s director of marketing, Kalen Karahalios, to get insight on the decision that dates back to a rule change in 2021.
To the drawing board
In 2021, the NFL announced a rule change that would allow teams to use an alternate helmet during the 2022 season. Teams had been restricted to a one-helmet policy since 2012, which prevented several squads from creating throwback uniform combinations.
When the announcement came, the Panthers, who had donned silver helmets exclusively since their inception in 1995, went into planning mode.
The marketing team worked with helmet manufacturer, Riddell, and the Carolina’s internal design team to figure out a few concepts. The team also met with fans, players and other parties to get a feel for what was wanted by those who cheer and perform on Sundays.
“We did a lot of fan research,” Karahalios told The Observer this week. “We held some fan forums to make sure that we were giving the fans what they want, and also talked to the team — making sure we were going to do something to energize the players and really got people excited.”
With an overwhelming push for a black helmet, the team decided on a satin finish with a two-toned logo, which highlights the Process Blue design of the team’s mascot.
While the helmet bumpers and chin-straps were restricted to being white due to NFL rules, the helmet is designed to further the appearance of the animal that the team claims as an identity.
“It was pretty clear to us — when we talked to our fans and our team — that black was what everyone wanted,” Karahalios said. “And it gives us that extra edge and intensity. We also went through a new foundational brand strategy — I’m sure you’ve seen over the past few years — we’ve been leaning into the realistic cat more, and this gives you that feeling of that athlete turning into the cat, right? It embodies the look and feel of the cat itself.
“So, it was a pretty easy decision for us. And the players have been extremely motivated when they wear it. We’ve gotten great feedback from the football side, so, yeah, we’re pretty happy with it.”
When and where?
The Panthers debuted the black helmets in Week 10 of the 2022 season in a matchup against the Falcons. The team wore black uniforms and black pants to coincide with a “Witness our Dark Side” marketing campaign.
The Panthers won the matchup, 25-15, in prime time during a Thursday Night Football telecast at Bank of America Stadium.
Long snapper JJ Jansen, the team’s longest-tenured player, was part of that win in the alternate helmet’s debut.
“I think it’s a cool helmet,” Jansen said. “Certainly a little bit different. Not what we’re accustomed to wearing, but I know fans like it. And at the end of day, we’re in the entertainment business, and the way of the future is like different jersey combinations and all that stuff.”
The Panthers have worn the black helmets in three home games entering the matchup in Munich. All three times were against Falcons — the team’s NFC South rivals. The Panthers are 2-1 in those games.
So, what gives? How do the Panthers determine when to wear their popular headgear?
It turns out it’s a group effort.
“A lot goes into it,” Karahalios said. “It’s a collaboration between everyone. From coach, GM and equipment managers on the football side to the marketing team — so a lot goes into it. We’re in a really amazing market in that we have extremely hot games and extremely cold games, so weather comes into this decision a lot.
“For us, you can only wear the alternate helmet three times a year, so we have to be really mindful about when we’re doing it. And, obviously, the combination as well, right? We want it to look right, make sense based on what we’re wearing, and we want our players to feel fierce and excited on specific games. So, lots and lots of different variables go into making that decision.”
Making Munich special
The Panthers announced the uniform selection for Munich on Thursday, earlier than their typical gear announcements, which notably come on Friday afternoons.
The reason for the choice is clear — the Panthers want to look good on the national and international stage.
“This is a really exciting moment for our brand — for our team,” Karahalios said. “To be able to get out and play an international game in front of thousands of people that we’re not normally in front of, and be on the national stage at home at 9:30 in the morning, we want to look good. We want our players to feel great, and we think, and our fans think, it’s the best combination — people love when we’re wearing that black helmet.
“It felt like the perfect moment to really show out and show off one of our best looks.”
Given the locker room’s admiration for the helmets in particular, perhaps there will be added motivation to head into the bye week with a two-game winning streak.
After a 23-22 home win against the New Orleans Saints in Week 9, an international series victory against the Giants in their new color combo could feel pretty sweet. A win would also put the Panthers’ record with the black helmets at 3-1.
“I mean, look good, feel good, play good,” Hubbard said in October, paraphrasing Deion Sanders’ famous line from his playing days.
The Panthers are allowed wear their black helmets three times this season. Following the outing in Munich, Carolina is expected to wear the satin black headgear again later in the season.
While Karahalios says the Panthers plan to keep their traditional silver helmets as their tried-and-true model, the franchise is enjoys pulling the alternate look out of the equipment closet for the games that mean the most.
“We’re really excited about it,” Karahalios said. “Our fans love it, and our players love it, too. It gives us that extra edge and intensity, and it leans into the real panther, and it’s motivating, and that’s exactly what we need.”
This story was originally published November 7, 2024 at 8:50 AM.
