Under Armour Football Uniform Fuss: 'Bloody' Design or Clever Marketing?

A new football uniform design by Baltimore-based Under Armour has ignited an online firestorm with critics saying the military design has elements of bloody gore and desecrates the American flag.

Others say what's the fuss over Northwestern University’s flag-themed uniforms, which were designed to honor veterans and benefit the Wounded Warrior Project? The Wildcats’ new gear somewhat resembles the flag-inspired "Maryland Pride" uniforms for the University of Maryland, also designed by Under Armour. The Northwestern team has gray jerseys with shoulders draped in stars and stripes and a helmet with American flag stars covering one side and red and white stripes on the other. 

Critics told the  Baltimore Sun the design appears to  look like the Northwestern uniform’s helmet, gloves and cleats are streaked with blood. Others said the design appears to desecrate the American flag. Northwestern players will only wear the uniforms once, for a Nov. 16 home game, then auction them on the university's website with all proceeds going to the Wounded Warrior Project, which has been helping injured service members since Sept. 11, 2001. The university also will donate a portion of the profits of the sale of replica jerseys to the nonprofit, the Sun reported. 

In a statement to the Sun, the sports apparel maker described the design as "an authentic distressed pattern which depicts a flag that has flown proudly over a long period of time."

Uniform controversy is nothing new for Under Armour, founded by Maryland native Kevin Plank, who played football for the University of Maryland.

But on the University of Maryland campus in College Park, the uniforms were a hit.

Baltimore-area public relations executives told the Sun the latest controversy may actually help Under Armour's efforts to gain ground on its larger competitor in sports apparel--Nike.

Bob Leffler, owner and president of Baltimore's Leffler Agency, said he believes it's unlikely Under Armour intentionally designed a veterans' tribute uniform to appear blood-spattered.