Bulls Aim to “Be Different” in 2026
July 29, 2026 | Football
With the University of South Florida's football training camp beginning Aug. 5 — and the season-opener against Florida International University set for Sept. 5 — it's time for offseason theory to become on-field reality.
How will the Bulls distinguish themselves in Brian Hartline's first year?
It might be inspired by one of the head coach's core values.
Be Different.
Hartline said it during his introductory news conference. The phrase now resides on the mesh fence covering at USF's practice fields. He believes in the power of those words.
Be Different.
"That has always been a big part of my football career and a big part of my life,'' said Hartline, a former Ohio State University and NFL wide receiver who comes to USF after serving as the Buckeyes' offensive coordinator and receivers coach. "Whether it was winning a starting job, getting ready for the NFL Draft, the hiring process, recruiting, trying to find my wife … I've always wanted to be different and separate myself from my peers.
"Separating yourself is really what football is all about. Every player on our roster dreams of playing in the NFL, right? Well, there's no better way of getting to the NFL than being different than your peers. Finding a way to stand out. Doing the things that others aren't willing to do. It's really about being the best version of yourself and finding a group of individuals who want to separate themselves. You do that and you get a team that stands out.''
The message has resonated.
"This program is doing different things,'' said USF linebacker Grayson "Pup'' Howard, a transfer from Florida. "We're building something special. We're opening a stadium (in 2027). I think we're going to make people take notice.''
"USF football is on the way up,'' Bulls tight end Wyatt Sullivan said. "With the talent that we have and the way we worked in the offseason, we're going to have one of those teams you need to watch because of the way we do things.''
Be Different.
Right Place, Right Time
Hartline, 39, was front and center during last week's American Conference Media Days at St. Petersburg. Tim Pernetti, the league's commissioner, said he couldn't be happier to have Hartline at USF.
"For us as a conference to get someone of his caliber and his experience … I don't think we could bring someone with any deeper experience at the highest level of college football than Brian,'' Pernetti said.
Now it's a matter of how Hartline's exceptional organizational, coaching and people skills translate to a USF program that has three consecutive winning seasons and bowl-game appearances. Those who know Hartline best have described him as the nation's best receivers coach — that goes for college football and the NFL — as well as an ace recruiter and the next big thing in the head-coaching ranks.
He worked his way to that stature.
Hartline was viewed skeptically as a high-school track and field athlete, but became a state hurdles champion. Eyebrows were raised when he left Ohio State early to enter the NFL Draft, but he played seven years in the league and still holds the Miami Dolphins' record for single-game receiving yardage (253) while becoming the franchise's eighth receiver with a 1,000-yard season. And now, after nine seasons at the fulcrum of Ohio State's championship-level program, Hartline is being asked another question.
Why USF?
Be Different.
"It all starts with competitiveness and players,'' Hartline said. "Building real relationships with everyone and pouring into them. As far as competitiveness, I wasn't going to just take a (head-coaching) job to take one. It had to be the right place. South Florida is that right place.
"There are a lot of criteria it takes to project out to be a program that can consistently win, consistently chase championships and compete at the highest level. I had to see the vision of there being no limits. I wanted a program where you could develop into whatever you wanted. You want the odds in your favor. I know we're only 30 years into our program, but I think from the ability to acquire coaches, acquire talent, retain talent, facility-wise, stadium-wise and vision-wise, those boxes were checked at a very high level. South Florida's program is very uncommon in these times and it has a great opportunity to really be maximized.''
The Intangibles Are Big
How will USF football be different under Hartline?
A pro-style offense is expected. The Bulls can and will play with tempo — just not on every snap. Defensive coordinator Josh Aldridge has promised a unit that performs with passion and purpose.
USF's roster is filled with high-level athletes at every position. In a transfer-portal world, Hartline said he still believes a program's foundation is best built through high-school recruiting. He intends to recruit premier young players from the Tampa Bay area, the state of Florida, the South and the nation, while supplementing with transfers when necessary.
But the biggest difference provided by a Hartline-coached team might be the intangibles.
"If you're fully reliant on athletic ability, that's a depreciating asset,'' Hartline said. "At some point, the athletic ability goes down and that's never a good way to live. We want players who build their mental makeup, intelligence and work ethic. That's what helps you achieve that slogan (Be Different).
"There are ways to separate yourself in football and in life. The ability to show up early and stay late. Being disciplined. Sticking to your routines. The desire to achieve. All the things that require no talent. Those are the people we want. You become a bad coach really fast if you have a lot of guys who don't take coaching or have that desire to become the best version of themselves.''
The best advice Hartline has received about being a head coach?
"Recklessly be yourself,'' he said. "As a player, all I ever wanted (from a coach) was authenticity and honesty. That's how we're going to be — clean, clear, concise messages. Less is more. Keep your heart in the right spot. And attack every day as the same person.''
Hartline's staff said it's a familiar formula.
"Coach Hartline is a really good leader, he has confidence and he has surrounded himself with good people,'' said Bulls safeties coach Danny Verpaele, a former USF player (2004-08). "He has a mystique and an awe about him. He has been there. He has done it. He can communicate that with kids and he's very transparent.''
"I love the fact that he sets the temperature the same every day,'' said USF quarterbacks coach Mike Hartline, the head coach's brother. "He expects high, high, high things. At the places I've been that are of championship caliber, I feel like the head coach is like that and it doesn't change. There are always the highest goals. That's what Brian is all about.''
Brian Hartline said the highest goals can be achieved at USF.
"There are so many variables in college football that are attributed to winning and losing,'' he said. "If we chose to leave Columbus (Ohio State) and take a different path, we wanted to make sure we went somewhere where the future was endless.
"We have everything here at South Florida to win on a consistent basis and win at the highest level. Now we have to earn that level. We have to earn that opportunity. But the opportunity is there and now it's up to us. This is an uncommon place.''
It's Hartline's kind of place.
The foundation has been laid. The culture is set. The real thing is getting closer. How can Hartline's Bulls make a difference in 2026? The mantra hasn't changed.
Be Different.
Joey Johnston
Athletics Senior Writer
