UPDATE: July 14 at 1:38 p.m. ET
The Browns have officially revealed the face of their new mascot Swagger.
---End of Update---
If there were any doubts that swagger is alive and well in Cleveland today, the Browns have erased it with the announcement of their new mascot.
According to Tom Reed of Cleveland.com, a live bullmastiff named "Swagger" will be trotting the sidelines at FirstEnergy Stadium this fall.
Reed reports that Kevin Griffin, the Browns' vice president of fan experience and marketing, dropped the big announcement on 92.3 The Fan on Sunday.
ESPN reports that the Browns are only considering the mascot and will make further details available at a later date.
"We are considering incorporating a Bullmastiff into our gameday experience and will have more information at a later date," said Browns spokesman Rob McBurnett.
Swagger will be one of the few live animal mascots in the NFL. The Seattle Seahawks feature Taima the hawk at home games, and the Denver Broncos showcase Thunder II—a white Arabian horse—at Sports Authority Field at Mile High. The Baltimore Ravens have ravens named Rise and Conquer.
But why a living mascot? Is Chomps—the Browns' current human-being-inside-a-dog-suit hype man—not "swag" enough for this brave, new Cleveland? Has becoming a superstar-studded sports destination wiped away the blue-collar Dawg Pound days?
Honestly, everyone loves a live animal mascot (as opposed to the decidedly less popular dead animal mascot). We as human beings see a big doggy on the sidelines and immediately experience a spike in interest.
"Ooh! A doggy! Who's a big doggy? You are!" might be one of the most atavistic reactions known to man. And who can blame the Browns—a team with two mascots and no seal or symbol—for trying to capitalize on our ingrained love for furry beasts?
Good luck, Swagger. Just don't expect half the camera time Johnny Manziel will receive this fall.
On Twitter, providing #hottakes on sports mascots.