The Jacksonville Jaguars are dressing for 2026 with Jacksonville itself baked into the design.
The team unveiled its new “Bold City” alternate uniform on Aug. 25 as part of the Nike x NFL Rivalries program, giving fans another piece of the franchise’s evolving look as a new stadium is also in the works. The uniform is set to debut on Nov. 1, 2026, when the Jaguars host AFC South rival the Indianapolis Colts.
The Rivalries program is expanding after its 2025 launch, and this latest wave brings new uniforms to teams in the AFC South and NFC North. Nike and the NFL say the idea is to create designs that speak to each team’s identity and the community around it. For Jacksonville, that means putting the “Bold City” personality front and center.
The Jaguars even teased the reveal on social media with a post telling fans to “look a bit closer...”
When the uniform hits the field at EverBank Stadium against the Colts, it won’t be a one-off. After that debut, the “Bold City” look will be part of Jacksonville’s regular rotation for three years, alongside the team’s other alternate uniforms.
The design is loaded with local references. The concept is built around “Fortune Favors the Bold,” a phrase meant to capture the toughness, confidence and individuality tied to Jacksonville. The Jaguars worked with Nike and the NFL on the uniform, blending classic team colors with details meant to reflect the city.
There’s a “904” mark on the teal-glossed helmet, a nod to Jacksonville’s area code, and a gold facemask that gives the whole look a sharp edge. The outer collar reads “Since ’95,” a salute to the Jaguars’ inaugural season.
The cursive “Jaguars” script is another deliberate touch, meant to echo the team’s Southern roots. The full set pairs a white jersey with black pants and white socks, bringing together teal, gold and black.
Even the pants carry a hidden layer. The black design features a subtle jaguar-print pattern beneath a teal stripe outlined in gold, and inside the spots are the names of Jacksonville neighborhoods. The team’s press release called it “a powerful reminder that this team carries the spirit of an entire city onto the field every game day.”
Fans won’t have to wait until game day to buy into the look. Starting Sept.
1, Fanatics will carry Rivalries merchandise including jerseys, helmets and lifestyle and Sideline items such as shirts, jackets, hats and footwear. The Miller Electric Center Pro Shop will also open special hours on Sept. 1, running 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.
The first year of Rivalries was a strong enough hit that, according to the NFL, it became Fanatics’ best-selling merchandise release to date. “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.
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