The phrase didn’t need much to become a rallying cry. Just a few days, a legendary head coach’s retirement and the threat of significant roster shakeup for Alabama football.
Then “If they ain’t wearin’ Crimson” took flight.
Its ascension began that one unforgettable week in January. The phrase was part of defensive back Malachi Moore’s video announcing his return for one more season. He posted that on social media Tuesday, Jan. 9. The next day, Nick Saban retired.
That Friday, Kalen DeBoer became coach. Meanwhile, roster turnover began. Within a week of Saban’s retirement, eight new players entered the transfer portal, including Isaiah Bond, Trey Amos and Caleb Downs.
But as some players departed, others chose to stay.
“In DeBoer I trust and if you ain’t wearing CRIMSON … yall know the rest,” defensive back DeVonta Smith posted to X on Jan. 15.
The phrase’s origin dates back years prior, but never registered like it did in January. As other teams tried to raid the roster post-Saban, many players chose to keep wearing Crimson. Those who stuck around turned “If they ain’t wearin’ Crimson” into a unifying motto. A declaration.
“I feel like it brought us together,” Moore told AL.com in July. “If they ain’t wearin’ Crimson, they’re not with us. They’re not trying to help us with any of the goals we have for our team. So I think it flowed together at the perfect time.”
Moore first recalled hearing the phrase his freshman year in 2020. Karl Scott, then a cornerbacks coach, said it. Scott left for the NFL after the 2020 season, but the mantra didn’t depart with him.
“We kept the tradition going of always saying it,” Moore said. “That’s how we feel.”
Moore said he always breaks his teammates down to the phrase on gamedays. The clip from his social media post on Jan. 9 of him telling a group of his teammates: “Go out there and execute and communicate, man. If they ain’t wearin’ Crimson, (forget) ‘em” made the rounds online, particularly during the coaching transition and the ensuing roster shakeup.
Soon after the mantra gained traction, Yea Alabama trademarked the phrase for Moore. Alabama’s NIL entity is expected to gift the trademark to him when he forms an LLC.
“We put the idea to paper and it took off from there,” Moore said.
The phrase became: “If they ain’t wearin’ Crimson … you know the rest.” Yea Alabama has made t-shirts with the phrase on the front, with the option to get a version of the t-shirt with his last name and his No. 13 on the back. All the proceeds go to support Moore, per Yea Alabama.
Alabama coaches Kalen DeBoer and Nate Oats, along with football players Jalen Milroe and Malachi Moore, participated in the Flora-Bama’s Interstate Mullet Toss Saturday, April 27, 2024. (C-Shelz Photography)C-Shelz Photography
And the branding might not stop there. Moore said he probably has some hoodies and hats coming next.
“NIL, you can use your brand to do anything you want to do,” Moore said. “Make shirts, hoodies, hats, anything if you’ve got people in your collective to help you do that.”
Alabama does. It also has a bunch of players and fans who, during a turbulent offseason, became unified by the same mantra.
The same rallying cry.
Nick Kelly is an Alabama beat writer for AL.com and the Alabama Media Group. Follow him on X, the social media app formerly known as Twitter.