Jags to have new look in 2013

Updated: April 23, 2013, 5:41 PM ET
By Darren Rovell | ESPN.com

Nike and the Jacksonville Jaguars announced on Tuesday that the team will have new uniforms for the 2013 season.

In addition to changing the font and putting a patch that says "Jags" over the heart, a tribute to Jacksonville having the third-largest military training grounds in the United States, the team also is unveiling a new logo and a new-look helmet.

[+] EnlargeJacksonville Jaguars uniform
NikeThe Jaguars' uniforms in 2013 will feature some major changes.

"This a jaguar on the hunt," Todd Van Horne, Nike's vice president and creative director for football, said of the team's new look.

Billionaire owner Shad Khan, coach Gus Bradley and six starters were on hand for the reveal.

Khan called the new design "a piece of art." He said the NFL Nike Elite 51 uniforms, first worn by Seattle last season, represent the rebuilding Jaguars perfectly.

"We're young, we're contemporary and it looks to the future," he said.

Nike is also offering players an integrated system of dress that also includes a new sock design and shoes, for those players that have Nike deals. The company says that its new apparel that goes under the uniform is lighter and stronger.

"These uniforms balance our tradition with the future" Khan said in a statement. "The military-style badge on the front of the jersey speaks directly to the strong relationship we have with our hometown of Jacksonville. These new uniforms leave no doubt about our brand essence of being proud, bold and committed."

This is the latest change Khan has made since taking over the Jaguars in January 2012. He revamped the locker room and the training room, made plans to install massive video boards inside the stadium, hired a new general manager (Dave Caldwell) and a new head coach (Bradley), and unveiled a new logo.

"We all want to represent something," guard Uche Nwaneri said. "We represent the Jaguars; we represent that city of Jacksonville, and this uniform is our way of basically representing those people on Sundays. I feel like you have to look good when you have a uniform like that to represent your city.

"For what Nike and Mr. Khan were able to do, they really have stepped up what we're going to be about this year with our uniform. It starts from the smallest details. The uniform is a testament to that."

Tight end Marcedes Lewis acknowledged that the uniforms mean little in the grand scheme of things.

"The most important thing about it is that it's comfortable," Lewis said. "As far as the color scheme, I think they did a good job. I'm impressed."

This is the second overhaul that Nike has made since it started its five-year deal as the official apparel supplier of the league last year. The Seattle Seahawks were the only team to have a new look in the first year of the relationship.

The new jerseys will be available to fans this Thursday online and Friday in select retail locations.

Information from The Associated Press was used in this report.

Darren Rovell | email

ESPN.com Sports Business reporter