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From the Tostito’s Fiesta Bowl and FedEx Orange Bowl to the upcoming Kraft Fight Hunger Bowl, there is no question that brands have integrated into our National pastime. Better said, brands have really interrupted our National pastime. When you add on the Little Caesar’s Pizza Bowl and the ever popular Beef O’ Brady’s Bowl, you may as well play in the “Jump the Shark” Bowl.

The way you separate products is with great branding, but the way you separate brands is with great design. If you have any doubt, simply open your Mac, shop in your local Target or stretch at your neighborhood Equinox. Great design, not just products or brands, have justified premium prices and consumers who are proud to pay it.

Some see design as changing the playing field like never before. I see design on the playing field like never before.

Over the last decade, NFL football uniforms have experienced a shift back to old-school style. ”Throw backs” were embraced by teams and fans alike. No longer used just for just special occasions, professional teams like the Jets, Giants, Chargers and others have gone back to their original uniforms to stir up a real purist pride. Teams like the Raiders, Colts, Steelers and Packers never were even tempted to stray from their original brand heritage .

In the battle of gridiron branding, though, colleges are now taking the pros to school. The Oregon Ducks (with the help of a small, caring company called Nike) has proven that one style need not fit all. In fact, every single game is another opportunity to mix things up. The Sun Devils and Fighting Irish are now following suit. They mix colors, combinations, styles and even logos. In Maryland, the Terrapins even mix sides of their body.

Is this brand Hari Kari or pure design genius? I’d say genius. Not just because it looks cool, but more because they understand brand design can drive the overall good of the business:

It earns media. Rather than talking just x’s and o’s, they have given people something more to talk about.
It expands interest.The games are not only covered in the sports pages, but now also on fashion and lifestyle channels.
It connects sponsors. Nike set pace and Under Armour is picking up steam. What can be next? 49ers by Apple? Redskins by Lagerfeld?
It inspires internal pride. The players have the swagger of runway models hand selected by the most esteemed companies in the world.
It drives revenue. 12 different uniforms fill the licensing coffers and retail shelf space around the world.

With all this design power, one has to wonder why Penn State uniforms are still ugly.