The lighter uniform introduces a first-of-its-kind color called Bone, which reflects the color of an actual Rams horn and the beaches of Los Angeles. The horns circling the shoulders of their royal-blue jerseys also have the crease, echoing the style of the new team logos unveiled earlier in the spring.
"Our focus was always, this is going to be an awesome, iconic, modern building, you want the uniforms to match the style and design of the building", Rams chief operating officer Kevin Demoff said. The helmets are blue, with a modernized rendition of the iconic horns. They're handing out insane contracts to blatantly average quarterbacks, they aren't cutting checks for former players such as Todd Gurley and Clay Matthews, and they're botching their rebrand six ways from Sunday.
Receiver Robert Woods said he was "super surprised" by the new look for many reasons, including the color-gradient uniform numbers that reminded him of recent Pro Bowl jerseys. "I really think that bone color is going to be unbelievable, so I'm excited about it".
Rams cornerback Troy Hill even compares the uniforms' audacity to the fashion-forward mentality at the University of OR, his alma mater.
The uniforms were the last, biggest part of the Rams' thorough offseason rebranding.
Almost two months later, Demoff said he felt there has been an improvement in fans' tone, but he remains eager for them to see the new uniform and brand in action.
"We thought with the new stadium, with two new jerseys, that would be plenty to unveil in 2020, and we didn't need to have all of our potential looks come out this year", he said. The reception for the updated ram's head logo has been more positive. Their jerseys were a bright royal blue, while the helmets were a darker navy. "So we're really excited to see it come to life".
A few people gave the Rams a thumbs-up for the new look, but most National Football League fans on Twitter thought the team blew it and had never made a change.