The Alpha Dawg will be worn three times this upcoming season. The Browns are among 15 teams that will reveal new alternate helmets in 2025.

The Browns are embracing their nickname in a new way this season. Cleveland introduced a brown alternate helmet on Wednesday as part of a monochrome uniform branded as their "Alpha Dawg" look.

Just after 1 p.m., ESPN's Pat McAfee opened a special locked box live on his show containing the team's new alternate brown helmet. It's all part of the "Alpha Dawg" look featuring the all-brown ...

Browns Browns reveal ‘Alpha Dawg’ uniform with alternate helmet ahead of 2025 season Updated: Jul. 24, 2025, 10:05 a.m. | Published: Jul. 23, 2025, 3:29 p.m. By Irie Harris, cleveland.com ...

The Browns teamed up with Dude Wipes to introduce the new “ Alpha Dawg ” uniform on July 23. “The reveal kicks off the team’s ‘Alpha Dawg’ era—an all-brown aesthetic built for the ...

The team is calling the new crown it's "Alpha Dawg," which, much to the delight of the internet, is sponsored by DUDE Wipes, the company even providing a statement with the team's news release.

It has been a busy week for the Cleveland Browns merchandise team, as they released their "Dawg Pound XL" collection, along with new alternate helmets.