Alysia Montaño had just finished a workout when she got the call. It had been only four months since the birth of her daughter, Linnea, in 2014, but she was feeling strong and had her sights set on the 400-meter race at the USA Track & Field Championships in Sacramento. She had worked hard throughout her pregnancy, going to photo shoots in Los Angeles with her sponsor Asics, and continuing to train and race. She said of her mind-set at the time: “I was 100 percent an Asics athlete. Wherever you need me, I’ll be there.”
Like Memorial Stadium, the brand identity of Cal Athletics has recently been renovated. Nothing too radical, mind you; the colors are unchanged and the Cal script remains the chief identifier. The only big change is the new bear logo. Gone is the striding giant of yesteryear, its stately silhouette imparting a certain timeless nobility to football helmets and hoodies. The new bear does not pass by. The new bear charges—teeth bared, ears back, eyes narrowed.
The old bear was live and let live.
The new bear is fixin’ to maul your @$$.