Commissioner Tim Pernetti thought he had something special when he unveiled the American Conference’s new mascot this week.
Instead, “Soar, the Eagle” became an instant punchline, getting absolutely torched by analysts who didn’t hold back their thoughts on the rebrand. What was supposed to signal innovation and clarity has turned into a trending target for ridicule across sports media.
Why Are Analysts Destroying the American Conference’s New Mascot?
The American Athletic Conference’s rebrand, led by Commissioner Tim Pernetti, has sparked intense debate following the unveiling of its new mascot, “Soar” the eagle.
On Monday, July 21, the conference dropped “Athletic” from its name and now moves forward simply as “The American Conference.” Additionally, the conference is phasing out its “AAC” acronym, which was often confused for the ACC.
However, it’s the introduction of Soar that has drawn the fiercest criticism, particularly from analysts Jessica Benson and CJ Hurt on “Grind City Media.” In a segment that pulled no punches, the duo questioned nearly every aspect of the mascot’s existence and purpose.
“What? The American Athletic Conference is dead? What? RIP,” Jess said in mock alarm before clarifying the change.
CJ added with disbelief, “So many questions… No other conference has a mascot. Correct.” Hurt is correct — no other college conference has a mascot. Soar is the first of its kind.
Their critique wasn’t limited to confusion over Soar’s logistics and design. They zeroed in on the impracticality of a mascot needing to appear at multiple events across different states.
The American Conference is announcing later today a renaming, retiring the names “American Athletic Conference” and “AAC” in place of “American Conference” or “American.”
The renaming comes with the creation of various rebranding concepts, including a new mascot: Soar the Eagle. pic.twitter.com/6zET0iPvGc
— Ross Dellenger (@RossDellenger) July 21, 2025
“Where the h*** does Soar go for sporting events?” CJ asked. “Can Soar be in multiple places at once?” Jess sarcastically responded, “If Soar is at East Carolina, can he make it to South Florida versus UTEP?”
What Makes Soar Such an Easy Target for Mockery?
The eagle, described as a musclebound, patriotic figure, didn’t escape physical critique from the analysts.
“This mascot makes me want a hot dog real bad,” Jess joked. CJ piled on, saying, “Soar doesn’t do that eagle screech. He opens his mouth and ‘Proud to be an American’ starts playing.”
Beyond the visual elements, the rollout itself faced skepticism from the analysts. “I wish I was a consultant,” Benson said. “Somebody got paid a ton of money to come up with Soar the eagle… I could have done that.”
EDITOR’S PICK: American Conference Commissioner Tim Pernetti Reveals Why the Conference Changed Its Name, Identity
Despite the criticism, the branding team emphasized a more modern, clear identity. According to materials from ANACHEL, a communications firm behind the rebrand, the shift was intended for “consistent recognition” and to “reinforce a sharper, more modern identity.”
The American clarified that Soar is both a live and animated figure who will serve as the conference’s brand ambassador, the first of its kind in collegiate sports. The mascot will also lead community initiatives such as youth reading programs and charity events as part of the “Soar to Serve” campaign.
The league’s slogan, “Built to Rise,” refers to its RISE Ventures initiative, which focuses on revenue, innovation, sports, and entertainment. The conference’s updated identity includes a modernized website set to launch Thursday during media days in Charlotte, North Carolina.
