Alabama’s ‘Where Legends Are Made’ campaign evolves
The University of Alabama’s “Where Legends Are Made” advertising campaign, launched a decade ago, appears to have stood the test of time.
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The slogan debuted in a television commercial during Alabama’s Sept. 3, 2016, football game against the University of Southern California. The ad featured narration by actor Gary Sinise, known for his role in “Forrest Gump.”
Today, “Where Legends Are Made” signs are displayed across campus, and apparel, drinkware and other merchandise bearing the slogan are sold at the University Supply Store and other retail outlets.
A website, legends.ua.edu, highlights current students as “Legends in the Making” while also featuring notable alumni, including former Lockheed Martin CEO Marillyn Hewson, astronaut Bob Hines, ESPN broadcaster Rece Davis and “Star Trek: Discovery” actor Sonequa Martin-Green.
Each year, UA produces a new television commercial as the centerpiece of the campaign. Created by an in-house production team, the ads are broadcast nationally during Crimson Tide athletic events.
This year’s commercial debuted Sept. 5 during ABC’s broadcast of the Alabama-East Carolina game.
The commercial highlights initiatives the university says are driving its growth, including the new School of Leadership and Policy and expanded nursing and health care workforce programs. University officials said the efforts combine research opportunities and hands-on student experiences designed to prepare graduates for leadership roles across a range of fields.
The original 2016 commercial was directed by Tuscaloosa native Miller Mobley, a New York-based photographer.
The ad paired Sinise’s narration with images of students practicing music and dance, researchers at work and athletes in competition. It also featured iconic campus landmarks, including Bryant-Denny Stadium and Denny Chimes.
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Mobley told The Tuscaloosa News in 2016 that the commercial was intended as an anthem celebrating the pursuit of greatness and personal achievement. A cheering crowd can be heard throughout the ad.
“That is the noise that greatness earns,” Mobley said. “It’s about your success, what you put into it.”
In 2022, the “Where Legends Are Made” campaign shifted its focus from alumni considered legends to current students, or “legends in the making.”
According to the campaign website, the change emphasized “the stories of current students making significant strides in their respective disciplines, demonstrating leadership, innovation, service and resilience.”
While the website still features nearly 80 alumni and other notable figures recognized as legends, its primary emphasis is now on students.
“Today’s approach not only honors our storied past but also illuminates the path our students are forging now, reinforcing the university’s role in cultivating legends across generations,” the website states. “These incredible students are embracing everything UA has to offer and laying the foundation to make their own global impact. Their stories are our stories, bridging our rich and accomplished history with the promise of the future.”
Reach Ken Roberts at [email protected]. To support his work, please subscribe to The Tuscaloosa News.
This article originally appeared on The Tuscaloosa News: Alabama’s ‘Where Legends Are Made’ campaign evolves
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Reporting by Ken Roberts, Tuscaloosa News / The Tuscaloosa News
USA TODAY Network via Reuters Connect
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This story was originally published September 6, 2026 at 5:05 AM.
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