AMU Athletics Unveils Rebranded Jax

Ave Maria University Athletics has introduced a new look for Jax, its longtime mascot.

The design was developed to give Jax a look that reflects both the strength of AMU's athletic programs and the history that defines the University. Every detail carries meaning: Jax's helmet bears the rank of Lance Corporal, honoring Founder and Chancellor Tom Monaghan's service in the United States Marine Corps, and his dog tags carry the AMU monogram, tying the design directly to the University itself.

"I'm especially excited about the way the new identity celebrates our history," said Elizabeth Feger, associate athletic director for compliance and senior woman leader. "From the nod to Mr. Monaghan's military rank, to the proud collar of a Leatherneck 'Gyrene,' to seeing that fierce Gyrene face come to life through Jax, there are meaningful details built into the brand that were integral to the formation of our founder and connect us to the beginning of our story."

The branding also reflects the identity AMU Athletics wants to carry forward, Feger said, with student-athletes competing fiercely while representing the University with pride and purpose.

The updated design will roll out across AMU's athletic programs this season, appearing on uniforms, game-day signage, and team communications.

"I hope it creates an even stronger sense of pride, belonging, and shared identity across campus," Feger said. "I hope Jax and this new branding will give our student-athletes and coaches something they are proud to represent, while also reminding them of the significance of what they wear. There should be pride in being a Gyrene and a deep appreciation for the honor of representing Ave Maria University."

"As we continue to grow, I hope this branding becomes something our entire community can rally around, a recognizable symbol of a department that is fierce in competition, unified in purpose, proud of its history, and committed to forming Champions of Christ."