Why Will Wade and NC State branding office clashed over use of heritage uniforms

N.C. State has used multiple logos throughout its 139-year history, which has been reflected in university and athletic branding. While the athletic department primarily uses the current “Tuffy” mascot image and typography, men’s basketball coach Will Wade revealed last week there has been internal conflict on using historic imagery.

Wade said the athletic department received a “scathing email” from the university after the season opener against N.C. Central, in which the team wore its throwback jerseys with “STATE” across the chest. “Pack” is written on the shorts.

It also wore the jerseys in December during its annual heritage game when it hosted Texas Southern at Reynolds Coliseum.

“They were not happy,” Wade said during his radio show last Thursday. “I don’t think they quite knew we were wearing the ‘State’ uniforms. I’d run it by the higher ups in the athletic department, but I don’t know if it made it further than that.”

The NC State marketing team’s email

Sonni Minton, director of trademarks licensing and brand protection in the N.C. State Office of Strategic Brand Management, emailed athletics administration at 10:05 a.m. Nov. 4. This was the morning after the season opener.

The News & Observer obtained copies of the correspondence through a public records request.

Minton congratulated the team on its win for basketball before requesting clarification on the use of the jersey.

“The university brand guidelines prohibit the use of STATE as a standalone representation of the university or a team,” Minton said in the email. “I know these jerseys exist because they were used last year to commemorate the 1974 team and their championship.

“That being said, I also know that Coach [Wade] likes our Vault marks. I just need to have an idea of how he plans to use our Vault marks, including this uniform. They are not supposed to be used except in retail (and STATE isn’t supposed to be used except to recognize the 1974 and 1983 championship teams). We have no STATE products readily available in retail.”

Minton’s email continues by saying the use of the marks causes “brand confusion when there is no story or reasoning for using them.”

“I’m getting a lot of questions and will need an explanation in the Integrated Leadership Meeting,” Minton’s email said. “I also have to explain to our on campus and off campus retailers.”

NC State athletics response

Stephanie Menio, deputy athletic director, responded to Minton’s email by explaining they were selected to “mark the start of a new era in our basketball program and to celebrate our deep history.” Menio also explained the program’s intention to wear them during the heritage game and “may consider additional appearances based on future circumstances.”

Menio told Minton the program would let the branding office know of any future plans and ended her email stating the team would wear its white uniforms for the following game.

Wade also said during his radio show that he wants to wear the slobbering wolf image of Tuffy on his jacket, but the university will not allow it.

“We played well both times we’ve worn them,” Wade said of the uniforms. “I think it connects us to our past, connects to our history. … It’s a bureaucracy, like anything, there’s so much red tape. There’s so much stuff you’ve got to go through. But I like the uniforms. Hopefully we can bust about maybe one more time this year.”

The Wolfpack beat N.C. Central by 48 points and Texas Southern by 36.

Wade made the joke that the branding office would rather the team win by 10 points and “wear something proper” but he’d rather win by 40 and “wear whatever we want to wear.”

The head coach’s comments sparked online criticism toward the university, with fans talking about the significance of its historic imagery.

Wade apologizes, addresses controversy

Wade opened his press conference on Tuesday night following the team’s win over Syracuse to speak about the issue.

“I never intended for this to get out of hand,” Wade said. “I appreciate our fans. Our fans are incredible. Their energy, their passion. There’s nothing like it in college athletics and college basketball, but the attacks on our strategic brand management staff, there’s no place for that.

“These people are doing their jobs, alright? I apologize. I texted every one of them and apologized privately. I’m apologizing publicly now, but we need to stop like this. This is their job.”

Wade said everyone’s mission is to move the school forward and do what’s best for the university. He said the brand management staff has been good to work with and great partners to the athletic department.

“We don’t need to attack anybody,” Wade said. “If you want to attack somebody, attack me for starting this and saying something that I didn’t realize was going to set this off. These are hard-working and good folks. They don’t need to be dealing with this. … These are people. These are human beings that are doing their job, alright? They’re doing their job. Let’s put a stop to that. Let’s move forward with N.C. State, and keep winning some basketball games.”

Following the season opener, Wade said a lot of thought and consideration went into planning the opener. It had a group of roughly nine to 10 employees, including marketing, working to rebuild brand loyalty and recognition.

The uniforms were one aspect. Wade told reporters a fan messaged his assistant, Reed Viall, on social media every day since Wade was hired. He asked that the program wear the throwback jerseys more often.

“We wanted to be careful in picking the right stuff to honor the past,” Wade said. “That was a lot of the discussion in some of those meetings; making sure that we picked stuff that can tie some of our fans together.”

This story was originally published January 27, 2026 at 3:12 PM.

Jadyn Watson-Fisher

The News & Observer