The Enduring Legacy of UCLA Bear Wear

UCLA's iconic bear mascot and associated "Bear Wear" have a rich and evolving history, deeply intertwined with the university's athletic achievements, academic prominence, and global recognition. From its humble beginnings to its current status as a coveted international brand, UCLA Bear Wear reflects the university's journey and enduring appeal.

The Genesis of a Mascot

Initially, UCLA faced some challenges in establishing a definitive mascot. When UCLA joined the Pacific Coast Conference in 1926, a change was necessitated due to the University of Montana already having the same mascot. While students held varying opinions on the ideal UCLA mascot, the decision by UC Berkeley, which utilized both Bears and Bruins as mascots, to relinquish the Bruin name to UCLA led to its swift adoption. To this day, the Bruin stands as a powerful symbol of UCLA pride.

Live Bears and Evolving Mascots

With the Bruin officially established as the UCLA mascot, the next step was to find a live Bruin to represent the university at sporting events. Early mascots were actual bears, not costumed students. From the 1930s to the mid-1960s, live bears were brought to the Los Angeles Memorial Coliseum for home games.

Over time, the concept of the mascot evolved. A Daily Bruin article noted that there were several designs of the Joe Bruin mascot, each possessing a unique personality. One design from the early 1990s depicted a relaxed surfer and partygoer, while another, from later in the decade, was more muscular and nicknamed "Steroid Joe" by fans. Today, Joe and Josie Bruin are integral members of the UCLA Spirit Squad, appearing at football and basketball games, select Olympic sports events, and various on- and off-campus activities.

1939: A Pivotal Year and a Glimpse into Uniform History

The year 1939 was significant for UCLA. The football team achieved an undefeated season (despite four ties). It was also the only season that saw both Kenny Washington and Jackie Robinson on the same team.

There's been some debate about the 1939 uniforms. It was initially believed they were dark blue with small "bear" patches on the upper arms. However, the Classic UCLA Bruins Rediscovered blog published images from the Los Angeles Times (October 28, 1939) showing Jackie Robinson in a friction-strip jersey, possibly from the 1938 season. It's speculated that these older, more distinctive jerseys were used for the photos. Further research into a game against the Washington Huskies, along with photos from the 1940 Southern Campus yearbook, seem to validate this view.

UCLA's Rise to Prominence in the 1980s

The 1980s marked a period of significant growth and recognition for UCLA. The university gained international attention by hosting the Olympic gymnastics competition at Pauley Pavilion. The Los Angeles Lakers, featuring Bruin Kareem Abdul-Jabbar, captured five NBA championships. UCLA also became the first college to license its name, leading to Bear Wear becoming a top-selling college brand worldwide.

By this time, UCLA had solidified its position as a leading educational institution, with its faculty, programs, and students ranking among the best public universities in the nation.

The 1984 Olympics: A Defining Moment

The summer of 1984 was a transformative period for UCLA, elevating the university onto the global stage. Los Angeles hosted the Games of the XXIII Olympiad, making it the only U.S. city to host the summer games twice. UCLA embraced this opportunity, welcoming athletes and visitors from around the world.

The campus was transformed into an international Olympic Village, housing over 4,000 athletes, coaches, and trainers from 62 countries. Athletes trained in UCLA's athletic facilities, while over 160,000 spectators attended the gymnastics competitions at Pauley Pavilion. The Tennis Center, built specifically for the games, hosted a demonstration tournament. The James West Alumni Center (JWAC) served as headquarters for the Olympic Organizing Committee and the official gateway to the Olympic Village.

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UCLA was represented by 60 athletes and coaches, the largest contingent from any university, who collectively won 37 medals for the United States and 10 other countries. Notable Bruin Olympians included Peter Vidmar, Mitch Gaylord, Tim Daggett, Jackie Joyner-Kersee, and Florence Griffith Joyner.

Academic and Institutional Advancements

The 1980s also saw significant advancements in UCLA's academic and institutional landscape. The Alumni Association expanded its programming, emphasizing the importance of a strong alumni network. UCLA External Affairs incorporated Alumni Relations, along with Development, Public Communications, Finance and Administration, and Government and Community Relations.

Alumni prioritized student relations, reviving traditions like the Homecoming Parade and Spring Sing. The Student Alumni Association (SAA) was established in 1984 to foster connections between students and alumni. Alumni also provided scholarship support to students demonstrating academic excellence, leadership, and a commitment to positive change.

Addressing Challenges and Embracing Diversity

The 1980s presented challenges, including budget cuts due to the recession and Proposition 13. Chancellor Young implemented cost-saving measures, and UCLA launched a fundraising campaign to support academic programs.

The university also made strides in promoting diversity and inclusion. The UCLA Latino Alumni Association (ULAA) was founded in 1989 to connect Latino alumni and support future generations of Bruins. The UCLA Lambda (LGBTQ) Alumni Association was also established in 1989, becoming one of the oldest and most established LGBTQ alumni organizations in the country.

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Innovations in Arts, Culture, and Technology

UCLA continued to foster innovation in the arts, culture, and technology. The College of Fine Arts evolved into the School of the Arts and the School of Theater, Film and Television. Film students embraced new technologies, experimenting with both video and film.

Notable UCLA alumni made significant contributions to the entertainment industry, including Tim Robbins, Jonathan Dayton, Valerie Faris, Nancy Cartwright, and John Rando. UCLA students also founded the "Gay and Lesbian Media Festival and Conference," which later became Outfest, a prominent LGBTQ film festival.

Student Activism and Political Engagement

While large-scale protests were less frequent in the 1980s, students remained engaged in activism, focusing on issues such as apartheid in South Africa, Central American policy, and affirmative action. UCLA also hosted the second presidential debate between George Bush and Michael Dukakis in 1988, transforming Pauley Pavilion into a national stage.

Medical Breakthroughs and Scientific Discoveries

UCLA physicians and researchers made significant medical advancements throughout the decade. In 1981, UCLA Medical Center researchers identified AIDS as a new disease. UCLA later established the UCLA AIDS Institute in 1988, supporting research and treatment efforts.

Faculty member Owen Witte's discovery of protein activity in leukemia led to breakthroughs in chemotherapy treatments, including the development of Gleevec. Other notable achievements included the first non-surgical removal of kidney stones in the western United States and the establishment of the Heart Transplant Program.

A New Home for Bruin Football

The 1982 football season marked a significant change for the Bruins, as they relocated their home games from the Los Angeles Coliseum to the Rose Bowl in Pasadena. This move followed negotiations with the Oakland Raiders and their potential relocation to Los Angeles. The Rose Bowl became the official home stadium for UCLA football, ushering in a new era for the program.

Athletic Dominance and Coaching Excellence

UCLA's athletic programs continued to thrive in the 1980s. The football team, under the leadership of Coach Terry Donahue, achieved remarkable success, winning three Rose Bowl games in four years. Troy Aikman led the Bruins to a 20-4 record and became the first UCLA player to win the Davey O'Brien Award.

Other UCLA sports also excelled, with Valorie Kondos Field leading the Women's Gymnastics team to multiple NCAA championships. Reggie Miller helped the Bruins win their only National Invitation Tournament Championship (NIT) in 1985.

Bear Wear: A Global Phenomenon

UCLA Bear Wear has become a global trend, particularly in Europe and Asia. The university's merchandise has gained popularity as a lifestyle brand, with a significant presence in countries like China, the United Kingdom, Singapore, Korea, and India.

UCLA Trademarks & Licensing actively manages the university's brand, ensuring its quality and appeal in international markets. The brand's success reflects UCLA's global recognition and its ability to connect with diverse audiences.

Ackerman Union: The Heart of Campus Life

Ackerman Union has played a central role in shaping the UCLA experience. Opened in 1961, the student union has served as a hub for social, cultural, and academic activities. It has hosted concerts, film screenings, and various student events.

Ackerman Union has also adapted to changing student needs and preferences. While some Bruins miss the original features, such as the bowling alley, the union continues to provide essential services and amenities, including dining options, retail stores, and meeting spaces.

Contemporary Collaborations and Brand Evolution

UCLA continues to evolve its brand through collaborations with contemporary labels. A recent collaboration with MARKET, a Los Angeles-based streetwear brand, showcases the Bruin mascot in a new light, pairing it with collegiate iconography and the university's colors. This collaboration highlights UCLA's ability to stay relevant and appeal to a younger generation of fans.

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