For the Atlanta Falcons (atlantafalcons.com), the unveiling of a new uniform is far more than a visual refresh. It’s a statement about identity—one rooted in the city itself.

Two people wearing sports jerseys with numbers 7 and 5 walking down outdoor concrete steps.

The Falcons designed the new jerseys with versatility in mind—equally suited for Mercedes-Benz Stadium or a day out in the city. Photo Courtesy Of The Atlanta Falcons

“Atlanta has always moved with a certain energy and confidence, and I think that’s ownable in a way that not every city can say,” says Shannon Joyner, vice president and chief marketing officer for the Atlanta Falcons. “When we think about what this city represents, red is a color that’s synonymous with all of it. It’s powerful and has swagger. It pops from players on the field to fans across the stadium and throughout the city. We wanted a look that felt unmistakably Atlanta.”

Atlanta Falcons football player adjusting helmet, wearing white jersey number 5, red background.

With bold contrast, saturated red and a sharper silhouette, the redesigned look brings a fresh perspective to Falcons style. Photo Courtesy Of The Atlanta Falcons

The redesigned uniforms arrive at a pivotal moment for the franchise as the Falcons lean into a new era defined by rising talent and fresh momentum. According to Joyner, the process balanced heritage with evolution: “We tried to be intentional with representing key elements of our history with the design, but still having a distinctly new look that can be timeless for years to come.”

American football player in white Tampa Bay Buccaneers uniform pointing forward against red background.

Classic Falcons elements meet a more modern attitude in the franchise's latest jersey refresh. Photo Courtesy Of The Atlanta Falcons

The result is a look designed to extend well beyond Mercedes-Benz Stadium. “We wanted the jerseys to work well with, for example, jeans, across gender, and could be accessorized with a lot of different styles,” Joyner explains, noting how fans immediately styled their new threads at the team’s 404 Day Fan Fest.

Two people wearing Atlanta Falcons jerseys, standing and gesturing on a sunny park pathway.

The Falcons wanted the new uniforms to feel unmistakably Atlanta. Photo Courtesy Of The Atlanta Falcons

For Atlanta, style has always been part of the conversation. Now, the Falcons are making sure it is stitched directly into the uniform itself.