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That policy paid off during that 2022 AMA chat on Reddit. Before McNair was asked about the uniforms, a user trying to be clever asked him, “Are you a fan of the major motion picture ‘Tommy Boy’? It’s one of my favorites!”

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Hannah McNair, vice president of the Houston Texans Foundation and Cal’s wife, said insiders around NRG Stadium felt “an in-house excitement we knew was coming” in the winter of 2022-23. That was right around the time Vosik presented his straightforward vision for a rebrand that focused on the city of Houston itself.

“There’s a lot of heritage in this,” said safety Jalen Pitre, a product of Stafford High School located just 12 miles south of NRG Stadium. “A lot of culture is being captured in these uniforms. It’s very Houston. It’s fresh, new, and it’s live. Dope, for sure.”

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With those competing interests in mind, the Texans developed something for everybody. The finished product includes primary home and away uniforms that look are evolutions, not revolutions. The core bull logo remains, but the horns — a fan favorite — will be on the road jerseys too. The blue is getting darker, going back to the deep steel blue that was used in the original expansion years.

Vosik got the job and got to work. Last week, about two years to the day since his fateful interview and about a year faster than it takes most teams, the Texans unveiled a uniform refresh for the first time in franchise history. It’s all part of a brand changeover that includes not only new uniforms and new logos but a new sense of identity — in short, a symbol for a new era in Houston.

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About a month before the uniforms were unveiled to the public, the Texans rented out the top floors of the Post, a mixed-use redevelopment of the old Barbara Jordan Post Office with expansive rooftop views of downtown Houston. They showed off the uniforms to a select group of fans and media to rave reviews, with fans lingering around the models to inspect the fine points, like the H-Town moniker stitched into the inside of the necks and the candy colored paint chips embedded in the helmets.

“[Alternate helmets] always go to a historic mark,” Vosik said. “We’re going to be the first NFL team that leverages the same rule to be out about our future.”

Turnaround was already happening in Houston, however. Watson, who never played a game in 2021, was traded to Cleveland in March 2022. On the business side, Juan Rodriguez came over from the Houston Dynamo and Dash to run operations and event management in the fall of 2021, and in May of 2022 Ben Wang was recruited from the Saints and Pelicans in New Orleans to be the Texans’ senior vice president/business analysts and insights. And in January 2023 the team brought back former star linebacker DeMeco Ryans as head coach.

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“We’re kind of stuck in this position where our city wants us to embrace that identity, those colors, those players, their history, but we don’t own it,” Grissom said. “In fact, the more we try to claim it or interact with it, we get a lot of negative reaction from our friends in Tennessee. So it’s a very unique situation that no other franchise has to deal with.” (The Titans declined to comment.)

In the fall of 2022, Grissom asked for some time for himself, McNair and a delegation of Texans higher-ups to sit with Commissioner Roger Goodell and other senior NFL executives in New York. During the conversation, the Texans leadership laid out its strategic vision for the franchise while league personnel brainstormed ways to help achieve those objectives and shared best practices from around the NFL.

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“It’s a fascinating place culturally, largely driven by the diversity we have in our city,” Vosik said. “If you look at the different countries of origin and ethnicities we have, it’s a market where you can go from the rodeo to a hip-hop show to a rock show, to a country show, and the same people will cross over. It’s a beautiful, diverse place and we need to capture that as a brand and reflect that to our people.”

The team’s senior leaders weighed various options for how to move ahead. “We could play it like checkers, meaning we could do 500 small moves that add up over time and hopefully people notice the stack, right, and they see by 2026 the Texans feel new. We didn’t want to take that long,” Vosik said. “We got more excited by playing chess, which for us means a couple of really well-thought-out, big strategic moves that come out of nowhere, a checkmate, to win the game.”

He found plenty to work with: Houston’s rich history of primarily Black auto enthusiasts restoring and showing off candy-colored old model sedans called “slabs”; a thriving east and south Asian immigrant community; ubiquitous Tex-Mex cuisine and other parts of Latin culture; and a healthy exposure to the coastal/Cajun vibes of Louisiana to the east.

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The Texans especially seemed to shy away from their city. The team’s identity had long felt more like that of an NFL franchise that happened to play in Houston, not an institution that grew out of a particular city. Other than a bull symbolizing the city’s rodeo culture, it could have almost been any NFL team anywhere.

If offseason ticket sales are any indication, the Texans are indeed headed for an enormous response. A team source put their renewal rate from 2020-23 at “the mid-80% range. This offseason we are back above 95% renewal and our STM base has increased by 10% from those years.”

“We recognized that we had been good for 20 years, but was that all we wanted to be?” McNair said. “We wanted to really stretch and try to be great and you can’t do that doing the same thing as you’ve done.”

The changes really stand out in the two alternate uniforms, which they can wear up to three times a year total. On the new navy blue color rush version, the phrase “H-Town” — a common moniker for the city previously used only by the NBA’s Rockets — is stitched above the front numbers (it’s also more subtly in other uniforms, in new stadium signage and merchandise). Most notably, the helmet features an old English style, light blue H. Vosik says it’s the NFL’s first throw-forward look.

The NFL officially greenlit the uniform change in January 2023. A typical uniform refresh takes two-to-three years, but Vosik, Grissom and ownership wanted to move fast, believing they’d started to gain traction with their turnaround. The only choice was to charge forward.

The result reflects this balancing of interests. Light blue is an accent in the color scheme, not a primary color, for one game-day uniform and has a more prominent place in fan merchandise.

Three months later, the Texans selected Ohio State quarterback C.J. Stroud with the No. 2 pick in the NFL Draft. He promptly won NFL Rookie of the Year honors last season and guided Houston to a division title that led to a resurgence of fan interest that left the Texans ninth again in average home attendance in the NFL. During the offseason the Texans traded for All-Pro wide receiver Stefon Diggs. The demand to buy jerseys from those two stars aligns perfectly with a natural desire for fans to snap up merchandise featuring the new look, and the team was ready at launch with a full line of merchandise reflecting the new brand.

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Complicating matters was the market research that showed not all fans were on the same page. According to the research — done informally and internally at first, and then in conjunction with the NFL’s research team — some stressed tradition. Others wanted big changes. Some loved bringing back baby blue as a color; others rejected that as the symbol of the team that abandoned the city.

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Amid the standard fan questions about his favorite Texans memory or his preferred game-day meal, came one from a user who asked, “Would you ever consider changing the uniform designs? Not the colors, per se, but just the design of the uniforms?”

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“We really put our heads down and as soon as we could, we started making decisions,” said Hannah McNair. “[The league] was like … ‘no team comes back this fast.’ But no team probably was as dedicated as we were to getting the timeline we needed.”

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Part of it came from new hires including Doug Vosik. In April 2022, almost five months before McNair’s AMA, Vosik interviewed to be the Texans’ chief marketing officer. His pitch for the job was simple: a top-to-bottom rebrand and uniform overhaul. That ambition dovetailed perfectly with a culture that McNair and new team President Greg Grissom desperately wanted to change. McNair had promoted Grissom to the role the year before, and since then they’d been trying to rewire an organization they determined was complacent and old-fashioned.

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The Titans and the NFL vigorously protect that ownership. Part of Vosik and Grissom’s argument for the Texans to use the light blue as well was historical, and not just for football. They developed a Power Point slide showing all the other Houston institutions that use light blue: the city flag, old Houston police cruisers, even the original NASA logo. That color has come back in vogue in hip hop and streetwear fashion too.

Four days before the Houston Texans kicked off their 2022 season, owner Cal McNair sat down with the users of the team’s Reddit page for an “Ask Me Anything” chat.

After seven years with the Philadelphia Union and the LA Galaxy in MLS, Vosik noticed how few NFL teams emphasized the geographic part of their name, rather than their nickname. It stood out as an opportunity, especially compared to the numerous Major League Baseball clubs that use logos that prioritize their city or region, and soccer, in which many nicknames are little more than initials appended onto the name of a city.

With the NFL now allowing a third helmet design, the Texans can have both their blue “H-town” helmet and an overhauled version of a “Battle Red” helmet that was first introduced in 2022. The new all-red helmet includes an oversized monochrome bull horns, which is matched with a red-dominant uniform.

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It’s not uncommon for Houstonians to feel a certain resentment about their role in the state’s culture. With a population of 2.3 million it’s by far the largest city in Texas, but confronted with the word “Texan,” the average American is more likely to picture someone from Dallas, San Antonio or Austin. Even in their own area the Texans can be overshadowed by their state’s other NFL team. At a gas station just outside Houston on a recent Saturday, a sports display included seven pieces of Cowboys merchandise and only one for the Texans.

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Yet that was also around the time when McNair created and distributed internally what he called a “Charge book,” describing his desire for a culture of aggressive evolution and innovation. The first word was a clear reference to the Texans’ bull icon, but the title’s true meaning was unmistakable: He wanted to charge forward with remaking the organization.

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The concept developed in his head quickly, Vosik said: “What does the world look like when we think of ourselves not as the Houston Texans, but as the Texans made by Houston?”

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“I am and it’s one of my favorites too,” McNair wrote. “Didn’t Tommy Boy save the company? That’s how I remember that movie going down.”

That season proved to be utterly forgettable. The Texans won just three games, second-worst in franchise history, and finished 19th in the league in average home attendance. But the uniform change McNair hinted at was just the most visible part of a broader reinvention of the attitude and culture of the franchise that was already well underway.

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Of course, the city’s football past had to be accounted for as well, and that was particularly complicated. The Tennessee Titans — formerly the Houston Oilers — own the color combination of red, light blue, navy blue, silver and white. No matter how fondly Houstonians of a certain age recall the Oilers’ “Luv Ya Blue” look, the Adams family took that intellectual property with them to Tennessee in 1997.

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McNair too has had to make changes to his own personal style. With a push from Omar Majzoub, director of communications, he increased his number of media appearances, exposing himself directly to a frustrated fan base. “It just wasn’t my model,” McNair said. “They said, well, you’ve got to rethink it.”

With the team in the depths of dysfunction, McNair proved to be an easy target for critics, and he was branded with an unflattering nickname: Tommy Boy, a reference to the 1995 comedy in which the title character, played by Chris Farley, proves woefully unprepared to take over the family business from his recently deceased father.

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“It’s definitely on the table!” McNair responded. “In fact, we have already engaged the NFL to better understand the process to formally start a fan research study and the timeline and guidelines if the fan research steered towards change. No promises but we will challenge everything, and we won’t be afraid to evolve.”

The Texans were floundering until owner Cal McNair and his team rejuvenated the franchise, symbolized by a bold new look with local leanings

Vosik saw this as a huge opportunity, to both become far more distinctive nationally and renew bonds with a fan base that was growing disillusioned amid the franchise’s recent struggles.

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Later, key players modeled the looks in front of camera crews to start the content machine. One Texan with a local perspective spoke glowingly about the changes.

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“Typically, you’ll see a team launch [uniforms] and there’s a T-shirt and hoodie and a hat that tie into it,” Vosik said, with a full line of new merchandise available later on. “For us, we are literally pressing delete on everything we have and we’ll have a whole new assortment, meaning we could envision downstairs [in the team store]: Everything new on the racks. That is massive.”

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“We’ve been really good at marketing to a certain demographic, and our city is really representative of a huge number of other demographics that we haven’t been really good at reaching out to,” he said. “Doug and his group are really intentional about reaching out to those other groups.”

McNair sees plenty of new business opportunities, after years of sensing that the Texans were leaving fans and revenue on the table by hewing too closely to season-ticket holders and a traditional view of who their fans were.

The Texans debuted in 2002 under founding owner Bob McNair. After missing the playoffs in their first nine seasons, the team spent most of its second decade as one of the NFL’s most reliable franchises, winning six AFC South titles from 2011-19. But not long after Bob McNair died in November 2018, the Texans began to sputter. They won just 10 games total from 2020-22, endured a lengthy scandal surrounding sexual assault allegations against star quarterback DeShaun Watson, saw attendance plummet from ninth in 2019 to 19th in 2021 and cycled through a slew of decision makers both on-field (four head coaches in three years) and off (longtime team president Jamey Rootes stepped down in 2021 and executive vice president of football operations Jack Easterby left the following year).