Why the Jaguars’ new ‘Bold City’ uniform is built for Jacksonville

The Jacksonville Jaguars are giving fans another reason to get excited about the 2026 season.

Alongside a transformation that includes a new stadium in the works, the Jaguars are adding a fresh look to their on-field identity. The team officially unveiled its new “Bold City” alternate uniform on Aug. 25 as part of the Nike x NFL Rivalries program.

The new uniforms will make their game-day debut Nov. 1, 2026, when Jacksonville hosts AFC South rival the Indianapolis Colts .

Here's what to know about the new Rivalries uniform and when fans can get their hands on new merch.

More: Jaguars launch $4.99 menu at EverBank Stadium for 2026 season

Take a look at the Jaguars' new Rivalries uniform for the 2026 NFL season

Why do the Jaguars have a new rivalry uniform?

The Rivalries collection is expanding after a successful launch in 2025. This year, Nike and the NFL are introducing new Rivalries uniforms for teams in the AFC South and NFC North, with each design intended to reflect the identity of its team and community.

According to the Jaguars, the program is designed to strengthen the connection between football, fandom and the communities that surround each NFL team.

For Jacksonville, that means putting the personality of the Bold City front and center.

Jaguars 'Rivalries Up Close'

The Jaguars shared a post on social media urging fans to "look a bit closer..."

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When will the Jaguars wear the ‘Bold City’ Rivalries uniform?

The Jaguars will debut their new alternate jersey against the Indianapolis Colts on Nov. 1 at EverBank Stadium. The matchup gives Jacksonville the perfect stage to introduce the look: a divisional rivalry game in front of the home crowd.

And the uniform won't be a one-game novelty. Following its debut, the Rivalries uniform will become part of the Jaguars' regular uniform rotation for three years, alongside the team's existing alternate uniforms.

What is the Nike x NFL Rivalries program?

The Rivalries program launched in 2025 as a way for Nike and the NFL to give teams uniforms inspired by their local identities and divisional rivalries.

The first-year collection proved to be a major hit with fans, becoming Fanatics' best-selling merchandise release to date, according to the NFL.

“Revealing eight new Rivalries uniforms marks the next chapter in a program that is beloved by fans across the NFL and Nike,” said Taryn Hutt, NFL vice president of Club Marketing.

The 2026 expansion puts the spotlight on the AFC South and NFC North and the communities that help define those rivalries.

Who designed the Jaguars’ 'Bold City' uniform?

The Jaguars developed the uniform in partnership with Nike and the NFL, with the design drawing heavily from Jacksonville's culture and identity.

The concept centers on the phrase “Fortune Favors the Bold,” capturing the toughness, confidence and individuality associated with the city.

The result is a uniform that mixes classic Jaguars colors with details specifically created to represent Jacksonville.

What does the Jaguars’ new ‘Bold City’ Rivalries uniform represent?

The Jaguars’ new “Bold City” Rivalries uniform is filled with details designed to reflect Jacksonville’s identity and the franchise’s roots.

A “904” mark on the teal-glossed helmet pays tribute to Jacksonville’s area code, while the striking gold facemask adds another signature touch.

The outer collar features “Since ’95,” honoring the Jaguars’ inaugural season. The cursive “Jaguars” script offers a nod to the team’s Southern roots, while the overall uniform combination — a white jersey, black pants and white socks — brings together the franchise’s signature teal, gold and black colors.

Why the jaguar-print pants?

The black pants feature a subtle jaguar-print pattern beneath a teal stripe outlined in gold, but the design carries an even deeper Jacksonville connection. Hidden within the jaguar spots are the names of Jacksonville neighborhoods. According to the team's press Release, "a powerful reminder that this team carries the spirit of an entire city onto the field every game day."

When and where can fans buy the new Jaguars gear, 'Bold City' Rivalries uniform?

Fans won't have to wait until November to get their hands on the new look.

Starting Sept. 1, Fanatics will offer Rivalries merchandise, including jerseys, helmets and lifestyle and Sideline gear such as shirts, jackets, hats and footwear.

The Miller Electric Center Pro Shop will also have special hours on Sept. 1, opening from 10 a.m. to 6 p.m. Its regular hours are 10 a.m. to 3 p.m. Monday through Friday, plus three hours before kickoff on home game days.

This article originally appeared on Florida Times-Union: Why the Jaguars’ new ‘Bold City’ uniform is built for Jacksonville

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