In a marketing move that has left fans, analysts, and insiders both stunned and intrigued, the New York Jets, under the fresh leadership of Executive Vice President Darren Mougey, have announced a groundbreaking $25 million collaboration with a high-profile sports photography collective—featuring imagery not of the Jets, but of the Chicago Bears.
Yes, you read that correctly.
The ambitious project, dubbed “Gridiron Reflections”, will feature a series of large-scale installations, digital campaigns, and curated exhibits across major metropolitan areas, celebrating the emotional intensity, history, and raw aesthetic of NFL football—through the lens of one of the league’s oldest franchises, the Bears.
This surprising creative strategy comes just months into Mougey’s tenure, and is already being described as one of the boldest cross-franchise marketing initiatives in recent league history.
Breaking Marketing Conventions
Traditionally, NFL teams are fiercely protective of their own branding, rarely—if ever—featuring other franchises in official marketing or promotional efforts. Yet Mougey, known for his unorthodox but forward-thinking methods during his time with the San Francisco 49ers, appears to be rewriting that playbook entirely.
At a press event held at Hudson Yards in Manhattan, Mougey stood alongside leaders from the Chicago Bears’ media team, a top art director from Getty Images, and several noted sports photographers, to unveil the campaign’s first visuals. Among them: a haunting black-and-white shot of Soldier Field engulfed in fog, and a dramatic image of former Bears linebacker Roquan Smith mid-tackle, the grit and energy practically leaping off the canvas.
“The idea isn’t to celebrate the Bears instead of the Jets,” Mougey explained. “It’s to celebrate the essence of football—its legacy, its violence, its beauty. The Bears, with their long history and visual identity, were the perfect muse for this first phase.”
He emphasized that more teams may be featured in future iterations, but the Bears’ gritty, blue-collar image made them an ideal starting point.
Strategic Vision or Risky Diversion?
Not everyone is sold on the move.
Jets fans, long hungry for a consistent winning season and a franchise identity of their own, took to social media with mixed reactions. Some called it “inspired” and “visionary,” while others questioned why the team would spend millions on another team’s visuals instead of investing further in player development or stadium upgrades.
“It’s like Apple promoting Samsung’s design work,” tweeted one fan.
But Mougey pushed back against those criticisms. “This isn’t about competition,” he said. “This is about shifting how sports organizations think about brand storytelling. We want the Jets to be seen not just as a team, but as a cultural platform for the sport itself. We’re expanding the conversation.”
Marketing experts have weighed in, with several calling the strategy “daring but potentially brilliant.” Sandra Alston, a sports branding consultant who has worked with NBA and MLS teams, said, “If it’s executed right, this could position the Jets at the center of football culture, not just in New York but nationally. They’re not selling wins—they’re selling the mythology of the game.”
Where the Money Goes
The $25 million will fund a range of projects: museum-style installations in New York and Chicago, a traveling exhibit to appear at fan festivals, a VR experience set to launch later this year, and a massive digital archive of never-before-seen NFL imagery.
The campaign is also part of a wider push to diversify the Jets’ revenue streams, drawing in art collectors, fashion brands, and content creators who wouldn’t normally intersect with NFL fandom.
The Bears, for their part, are receiving licensing fees and increased visibility—but have emphasized that they had no role in directing the creative or strategic direction.
“We were approached as a creative source, and we’re honored,” said Bears VP of Communications Elena Morales. “This is bigger than a team—it’s about football as a visual language.”
The Road Ahead
As the Jets gear up for training camp with Aaron Rodgers back at the helm and expectations mounting, many eyes will be on how this high-concept initiative fits into the franchise’s broader goals.
“We want the Jets to represent more than just New York,” Mougey concluded. “We want to reshape how fans experience football—visually, emotionally, historically. This is just the beginning.”
Whether Jets faithful ultimately embrace this experimental turn, or demand more conventional success on the field, remains to be seen. But one thing is clear: under Darren Mougey, the Jets are playing an entirely different kind of game.
