Dukes Unveil Dog Mentality Helmet Stickers for 2024 Football Season

HARRISONBURG, Va. – James Madison football helmets will have a new addition this fall, as Dog Mentality Stickers have been unveiled for the 2024 season.

JMU student-athletes will earn dog bone and crown helmet stickers for off-the-field and on-the-field success, which includes academic achievement, community service, national and conference honors, among various other accomplishments as it relates to on-field performance.

Dog Mentality Stickers will be awarded by Head Coach Bob Chesney and the JMU football coaching staff beginning next week ahead of JMU's non-conference road trip to North Carolina on Saturday, Sept. 21. Stickers earned will be applied to both a player's white and gold helmet during the season.

Stickers will be applied in rows next to the JMU stripe and around the Sun Belt Conference logo, as well as the USA and Virginia flag stickers that have been a staple to the JMU football helmet.

"We're excited to add a new tradition to our already rich history of JMU football," Chesney said. "Dog Mentality Stickers will highlight and reinforce the individual success that each player contributes to this team on a weekly basis during the course of the season."

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