Anthony Richardson details decision to ditch 'AR-15' nickname
ATLANTA — With the emergence of name, image, and likeness, legislation in Florida and with the NCAA, Anthony Richardson had an idea. Richardson wore the No. 2 as a freshman but thought to switch to 15. Sure, it’s a lot to live up to after a certain other quarterback in Gainesville made the number iconic, but this was a NIL marketing play. Tight end Kemore Gamble gladly switched numbers, taking Richardson’s No. 2.
“AR-15” was born. Richardson’s team began selling merchandise, some of it featuring a scope. It played well for a quarterback but it’s something that, even in the beginning, Richardson had second thoughts about.
“When I first did it there were some thoughts of should I actually do this,” Richardson told Gators Online at SEC Media Days. “With the logo and everything like that we had people asking me: Why am I choosing that logo? With the shirts and stuff with the target on certain schools, people were questioning that. It’s always been a thought in the back of my mind.”
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Richardson makes a change
A few days prior to SEC Media Days, Richardson released a statement that he wanted to officially move away from the nickname and that he won’t market himself as “AR15”. The website that once sold shirts, hoodies, and other merchandise now reads “AR15 Apparel is no longer active or associated with Anthony Richardson.”
“After discussions with my family and much thought, I have decided to no longer use the nickname ‘AR-15’ and the current apparel line logo, which features a scope reticle, as part of my branding,” Richardson said in a statement Sunday. “While a nickname is only a nickname and ‘AR-15’ was simply a representation of my initials combined with my jersey number, it is important to me that my name and brand are no longer associated with the assault rifle that has been used in mass shootings, which I do not condone in any way or form. My representatives and I are currently working on rebranding, which includes the creation of a new logo and transitioning.”
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Wednesday, Richardson was asked to give more of an explanation.
“I wouldn’t necessarily say it was a specific incident. There’s so much going around. Just thinking about later on down the road, how people are going to view me if I still had the nickname AR-15. The world is constantly changing. You never know how things work out, especially on the business side,” Richardson said.
As much as Billy Napier is, Richardson is the face of the Florida Gators. He’s the starting quarterback and held to a different standard. Napier and Richardson have talked at length about Richardson’s role and the expectations that come with it.
Part of that is Richardson thinking about his life after football. He ultimately decided, with his family and team, that it wasn’t something he wanted to be associated with.
“I’m not going to play football for the rest of my life,” Richardson said. “Eventually, I’m going to become a businessman. I just need to be myself. Not AR-15.”
