The purpose is to raise awareness of the Coaches vs. Cancer campaign. Dave Rose's brother works in the upper echelons at Nike, but the choice of BYU, considering Rose's recent personal bout with cancer, is very appropriate.
The emphasis on Orange is because BYU announced today that Bronco Mendenhall and his Cougars will be playing Texas on Sept. 10 of the 2011 season. The game is set for Austin. No word yet on a return engagement in Provo or a date for such a match up