Armando Villarreal was hanging onto the back of a garbage truck in his hometown of Imperial, Neb., when his phone rang. He quickly hollered to the driver to hit the brakes. Villarreal hopped off and answered the incoming call from Brad Haley, business manager of Schutt Sports, a company that manufactures football equipment. That conversation, which took place six years ago, altered both the trajectory of Villarreal’s life and his artistic career.
If that call goes to voicemail and Villarreal forgets about it, he likely never leaves his municipal job working for Imperial — a tiny city with a population of less than 2,000 in rural southwest Nebraska.
Luckily, he did pick up and listened to Haley’s unusual pitch: to airbrush a specialty helmet for Mississippi State in honor of alum Sonny Montgomery, a World War II veteran and former Mississippi state politician. Villarreal and Haley first met at a retail summit in Las Vegas years earlier, when Villarreal was working for a California-based art production company contracted by professional teams and leagues.
Since then, Villarreal has become a leader in this specialized field. Illinois’ leather helmets honoring legend Red Grange in last month’s game against Michigan were arguably his finest work.
“So iconic as far as the history of football.”
Individually hand-painted, each helmet being worn in the Memorial Stadium Rededication Game went through an intricate process to be ready for game day on October 19th. #Illini // #HTTO // #famILLy pic.twitter.com/CxaZlPR449
— Illinois Football (@IlliniFootball) August 7, 2024
Villarreal has done individually airbrushed helmets for 12 programs since 2018, including Utah, UCF, Maryland, BYU, Michigan and Tennessee. A former member of the U.S. Army Reserve who was deployed both to Kosovo and Iraq in the early 2000s, Villarreal did his best to balance his city job with airbrushing hundreds of helmets each year — until 2022 when the demand for his artistry became overwhelming.
Typically, equipment staffers at various programs will reach out to Schutt Sports, which then contacts Villarreal with the school’s pitch. Schutt handles the orders of however many helmets are needed, and they’re eventually shipped to Villareal’s home in Imperial.
“I just have to make sure it looks good on TV,” he said.
Schools will have their own graphic designers send mock-ups to Villarreal. The tricky part is wrapping an image around the entirety of the helmet. Some ideas are simple and easier to apply, such as UCF’s moon design honoring the university’s historical ties to the U.S. space program, or Tennessee’s helmet honoring the Smoky Mountains.
There was one project so intimidating that he initially turned it down multiple times. In 2021, Utah’s director of equipment, Cody Heidbreder, asked Villarreal if he could paint helmets commemorating the passing of Utah players Ty Jordan in 2020 and Aaron Lowe in 2021.
(Video courtesy of Greg Gosse)
“I think I told them four times I couldn’t do it,” Villarreal said. “Cody just kept on me and kept on me. Finally, I said we’ll do it. That was the year I quit my day job because it was so much. It was about six hours per helmet.”
Programs usually come to Schutt and Villarreal with ideas in November and December to prepare for the following season. Right now, he’s finishing Utah’s speciality helmet for its Nov. 23 matchup against Iowa State in Salt Lake City.
“As soon as that’s done, we’ll start working on designs for next year,” Villarreal said.
Helmets sent to Imperial from Schutt will arrive anywhere from May to June each spring.
Villareal receives just the “shell” of the helmet — sans facemask and chin strap — and immediately works on sanding each one down, with the help of his wife and three children. In order for the paint and design to stick properly, the texture of the helmet needs to be much rougher, without as much gloss.
A typical order generally consists of around 150 helmets per team. Some schools order more because they plan on selling or auctioning them off as collectible items. Illinois, Villarreal said, has received such fanfare over the leather helmet that the athletic department is considering a special order after the season.
It takes a minimum of two months to complete an entire order and have it shipped back to the school. The Illinois order took an estimated two hours per helmet, while the Utah helmets that will debut against Iowa State later this month took about four hours each.
“When you’re doing 155 helmets, the 32nd one has to look like the 76th one and the 120th one,” Villarreal said. “They all have to be pretty similar.”
Villarreal occupies space in an old shop his dad uses, and he also relies on his father-in-law, who owns a welding and fabrication shop in town. That’s where Villarreal spends hours with a paint respirator meticulously applying the airbrush design on helmet after helmet.
The business is gaining so much popularity that he and his wife, Lora, are thinking about building their own studio and adding additional manpower if demand keeps climbing. Once upon a time, after returning from his tours of duty, Villarreal was in Florida airbrushing motorcycles. Now he’s at the forefront of college football uniform ingenuity.
“I’ve got to figure out how many we actually do, because ultimately it depends on the design,” he said. “The trouble is, the players don’t report until spring. And then they’ve got to get their helmets fitted. So there’s a tight window in there where I think, how can we do this? How many can we get done?
“This leather helmet for Illinois just exploded. I don’t know what the future holds. There’s going to be a pretty big learning curve in the next year or two.”
Maybe, but that doesn’t mean he can’t take a break and enjoy it. Recently EA Sports College Football 25 updated its video game options to include Illinois’ throwback leather helmets.
“The little kid in me is freaking out,” he recently posted on X. “I’m freaking out!”
The newest addition to The Game. #Illini // #HTTO // #famILLy pic.twitter.com/LfEkTSHPWN
— Illinois Football (@IlliniFootball) October 24, 2024
(Illustration: Dan Goldfarb / The Athletic; All photos courtesy of Armando Villarreal)