The National Football League and apparel partner Nike have unveiled a new line of "Rivalry" alternate uniforms for the 2025 season, initially covering the eight clubs in the NFC West and AFC East divisions. The rollout features redesigned jerseys, helmets and other on-field accessories intended for use in select rivalry games during the regular season. In the NFC West, the San Francisco 49ers, Seattle Seahawks, Arizona Cardinals and Los Angeles Rams each introduced distinctive color palettes and updated helmet treatments supplied by Riddell Sports. The AFC East’s New York Jets, New England Patriots, Miami Dolphins and Buffalo Bills revealed similarly bespoke looks, reflecting team heritage while incorporating modern design elements. The program marks the league’s latest effort to generate fan engagement and merchandising revenue through limited-edition apparel drops. Additional divisions are expected to join the Rivalry series in future seasons, but the NFL has not yet announced a timetable.