Three quick thoughts on Oregon’s new football uniforms (check them out right here):

1. Ooooh, shiny!: To paraphrase my Twitter pal @BrandonDean85, how dope are those helmets going to look in the Southern California sunshine? Officially, Nike is calling it “liquid metal black.” I’m calling it liquid badass.
2. Something for everyone: Unlike the uniforms Oregon wore in the BCS title game last year which featured neither green nor yellow, this version prominently features the university’s traditional school colors, so the old guard should be somewhat pleased. And they’re sleek and futuristic enough to appeal to the under-21 set (aka potential recruits).

Photo credit: Nike Football

3. The new tradition: The helmets are clearly the most controversial piece. From Oregon State fans (“Hey, black is our color!) to quasi-traditionalists (“Hey, where’s the O?”) expect to hear a lot of gripes about the new hats. But here’s the thing: in less than 20 years, Oregon has gone from a college football bottom-feeder to a legit national championship contender. And if you think it’s just a coincidence that their rise started when Phil Knight and Nike got heavily involved, either you’re not paying attention or you’re being intentionally obtuse.

I remember people freaking out when the Ducks switched from the interlocking UO to the O. And now people are going to freak out because the O on the helmet has been replaced by wings. Why? Because of some bizarre attachment to “tradition”? 1917, 1920, 1958, 1995. That’s Oregon’s glorious tradition. Four Rose Bowl appearances in 80 years. 2002, 2010, 2011, 2012. That’s the new tradition. Four BCS games in 11 seasons. And it started with Nike’s influence. Money? Yeah, definitely. But the constant uniform changes—re-branding, if you will—are a big part of that.

No matter what you think of the changes, it could be worse. Remember Oregon State’s “sports bra” uniforms? And at least these aren’t purple.

Look, I’m not saying you must like the uniforms. To each his own, and all of that. But this is part of the deal. Our beloved Ducks are a branding tool for Nike. And because of that, we’re in the midst of an unprecedented run of success.

If you’d rather go back to the old way—to “tradition”—well, I guess I’ll see you in Pasadena in 35 years.

Photo credit: Nike Football