Adidas tinkers with the Cardinal Bird

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The thing about being one of the top programs aligned with Adidas is that you’re going to be among the first by whom the new is tried and not the last to cast the old aside.

UofL will continue to be a guinea pig for new uniform concepts , subject to all kinds of artistic whims and marketing concepts — some good, some bad, some awful. The latest was unveiled Thursday with the “Uncaged Cardinal Primeknit strategy football uniform,” which will make its debut on Saturday, September 5th vs. Auburn.

There’s only so much that be done with a football uniform beside the basic Primekit material, “a proprietary yarn blend that increases durability and abrasion resistance.” Adidas says it keeps players cool and increases the range of motion, providing an unrivaled level of comfort and allowing athletes to perform at their highest levels.

Maybe so. Nice if that works out.

The designers, however, felt compelled to transform the traditional Cardinal logo on the helmets and the shoes to a creature with which most of us are unfamiliar. One of the first rules of design is not to mess with or alter a corporate logo because it is the lasting impression the client wishes to convey. Adidas explains that the “Uncaged Cardinal” is to represent the football team’s style of play, fierce, attacking and always on the offensive.

The white uniforms were the only images provided by Adidas, so maybe UofL will be the home team on the scoreboard.

There’s no indication whether the uniform design is a one-game wonder for the Chick-fil-A event, or for all games. That may depend on how well the opening game goes for the Cardinals.

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Author: Charlie Springer

Charlie Springer is a former Louisville editor and sportswriter, as well as a public affairs consultant, a UofL grad and longtime fan.