For the past several years, the UA's 30-second in-game TV spots during football and basketball season were based on the term "Wonder." Those TV spots usually play twice per game.
The UA's "Wonder" concept was a well-done video with scenes from campus, classrooms, Biosphere II, a sunset and with a quick glance at UA softball and soccer teams.
Last week, the school debuted a new 30-second video, a house ad during the UA-Iowa State men's basketball game and the UA-ASU women's basketball game. The new theme is "Bear Down." It begins with quarterback Button Salmon’s 1926 plea for his football teammates to "Bear Down" and builds through a century of history, with UA basketball and football videos among other campus settings.
Arizona’s Kylie Helm (2), left, celebrates a point with teammate Kylie Bartel (10) during a Red-Blue scrimmage at Bear Down Beach in Tucson on Feb. 13, 2026.
The Bear Down theme is both unique and irresistible. Athletic Director Desireé Reed-Francois had an 8-foot high red "Bear Down" exhibit installed in front of McKale Center this season. Well done.
