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yesterday

Browns Introduce ‘Alpha Dawg’ Brown Helmet With DUDE Wipes Tie-In, Lake Reveal Mishap Draws Attention

A heritage-inspired matte brown shell sponsored by DUDE Wipes will appear in three games under the NFL’s expanded helmet policy.

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Overview

  • The Browns unveiled their first-ever all-brown alternate helmet, named “Alpha Dawg,” as part of a branding partnership with DUDE Wipes.
  • The helmet features a matte brown finish, an orange-brown-orange triple stripe and a brown facemask, staying true to the franchise’s plain-shell tradition without a logo.
  • Cleveland is set to debut the “Alpha Dawg” look in three 2025 home games—Sept. 21 vs. Green Bay, Oct. 19 vs. Miami and Dec. 7 vs. Tennessee—while retaining its white alternate helmet.
  • The Lake Erie launch was upstaged when a Browns videographer fell off the reveal raft into the water, prompting viral clips and online speculation that the incident was staged.
  • Fan and media reaction has varied from praise for the nod to team heritage to skepticism that the spectacle prioritized marketing over on-field impact.