Alumni’s Design Takes the Field, Makes NFL History

For the first time in NFL history, the league is allowing teams to completely reimagine their uniforms—new number sets, new stripes, new color designs—as part of their Rivalries program. And when the New England Patriots take the field on Thursday, November 13, against the New York Jets, they’ll be wearing a design created by Champlain College alumnus Liam O’Neil ’15.

“This is the first time they’ve ever done that,” O’Neil explained. “There’s never been an opportunity to design new number sets. There are limited ways we can make a uniform special, but this was the first time ever the NFL has done this. And that’s why it’s a big deal.”

For O’Neil, a Graphic Design graduate who grew up in Stowe, Vermont, the opportunity to design for his home region’s team was deeply personal. “Home, New England—that means more than everything to me. I wanted to flex with this one,” he said.

From Rail Jams to the NFL

O’Neil’s journey to Nike began in the most Vermont way possible: with snowboarding. Growing up in Stowe with limited access to television or internet, he immersed himself in snowboarding, skateboarding, and graffiti art. “I grew up writing graffiti in Burlington,” he said. “I was more into the markers, the hand styles, which is essentially typography.”

That interest in style, culture, and art, combined with his love for snowboarding, led him to Champlain’s Graphic Design program. “I was so curious about clothing, product, hats, logos—all that stuff. My mom helped me figure it out: ‘You love snowboarding and you’re obsessed with gear a little too much. Why don’t you go into graphic design?’”

Well before graduating in 2015, O’Neil’s singular focus was landing at Burton Snowboards. Having achieved that—working his way into screen printing board graphics and later into marketing for a few years—he laughs as he recalls his first stint at Burton. It was at the flagship Burlington store, when he was a teenager. “They had this summer sale, and kids would camp out overnight to get first line to get discounts on boards and whatever. But you could volunteer and get first dibs, and so my first job for Burton was technically picking up trash in the mornings of these campout summer sales.”

He stayed at Burton until 2022, when he took a leap of faith: he quit with nothing else lined up and moved to Oregon. “I’d never taken time off. I went from high school to Champlain right to Burton,” O’Neil said. “I really needed that break. It was a really scary decision.”

When Nike Comes Knocking, Say Yes

While freelancing and reestablishing a new life across the country, O’Neil received an unexpected email from a Nike recruiter. The role was temporary production design for NBA uniforms—not his dream job, but an opportunity he couldn’t pass up. “It was kind of a step backwards, but I was like, ‘This could change my life,’” he said.

Within six months, a full-time position opened up: designing NFL uniforms. Despite not having a professional background in American football, O’Neil took his shot and applied for the job. “I wanted a new life, new experiences—and it’s Nike. There’s no harm, no foul.”

It appears that what makes O’Neil different is exactly what Nike was looking for. He got the job. “Nike does value differences. I come from subcultures, and they really wanted me to tap in and bring new energy to the football space,” he explained. “They were like, ‘We got this new program. Let’s get some new energy in here.’”

Authentic New England, From Someone Who Knows It

When it came time to design for the Patriots’ Rivalries uniform, O’Neil drew on his authentic connection to the region. “I’m a New England kid. I grew up in Vermont. I get the blue-collar mentality of New England and also telling the story of six states, not just one city,” he said.

For the highly decorated, highly celebrated team, O’Neil pitched something a little different: “I stepped up and said, ‘Let’s tell the coastal, nautical story. Let’s tell a real New England story, which is moody. Let’s desaturate the colors a little bit.’”

The design includes carefully crafted details: a New England monogram with compass references, coastal textures, and a color palette that evokes foggy mornings on the water. “My grandfather was in the Coast Guard,” O’Neil noted, adding another layer of personal authenticity to the work.

His creative direction extended beyond the uniform itself—Nike and the Patriots created an entire photo shoot on a boat with fog machines and lighthouse references. “They took it to the next level, which was really cool to see,” he said.

The Hidden Job Market and Having a Point of View

O’Neil’s path has always been paved by passion. Taking that route in the professional world often leads to new discoveries in “the hidden job market”—opportunities that emerge not from traditional applications, but from following your interests, building skills, and saying yes when doors open.

“What makes somebody special is having a point of view,” O’Neil emphasized. “For me, that point of view comes from just being interested in things from growing up. Luckily, my parents allowed me to follow those interests: snowboarding, music, skateboarding. Granted, that’s not football, but I came to the table as somebody who had passion for the things I was interested in and somewhat of an aesthetic because of those things.”

His advice to students: “What did you grow up doing? What do you care about outside of school? You can take that and influence your design or form a point of view. That’s what sets you apart from others in a competitive environment.”

O’Neil also stressed the importance of patience. “I took a job answering emails at Burton. I was turned down so many times, shot down from all angles. But do not give up. That next door is going to open, and that comes down to being patient.”

Full Circle

When the Patriots take the field on November 13, O’Neil will be watching from Oregon, but his heart will be in New England. “What will be very cool is to see the players come out, kids screaming, and see grandfathers and their grandkids together. I’m just thinking about my dad and I at Fenway. That’s where I get a little emotional, thinking, ‘Wow, this is bigger than me.’”

And in a full-circle moment, his design will even appear in Madden, the video game. For a graduate of Champlain—known for its game design programs—seeing his uniform in the game was surreal. “I was given a Madden game and seeing my uniform in a video game was like, ‘All right, this is ridiculous.’”

While O’Neil continues his work at Nike, he maintains his creative independence through personal projects in streetwear and music—and proudly reps his New England roots, far from home. “I wouldn’t be surprised at all if I end up back on the East Coast one day in my older age.”

For now, though, he’s savoring this moment—and sees the humor in it. A Vermont kid who loves snowboarding, followed his passion for the culturally alternative, and ended up making his mark on the NFL.

Catch Liam O’Neil’s Patriots Rivalries uniform design when New England takes on the New York Jets on Thursday, November 13.