In January 2023, the university began phasing in a new identity, Jax State, for marketing and promotion purposes, while the institution retains its official name, Jacksonville State University.

[2][3] The Gamecocks athletic program is a member of Conference USA (CUSA), which it joined on July 1, 2023.

The Jax State mascot is Cocky the Gamecock, and the school colors are red and white.

The SNS teams were known as the Eagle Owls, and the school colors were blue and gold.

[4] A member of Conference USA, Jacksonville State University sponsors teams in six men's, 10 women's, and one co-ed NCAA sanctioned sports:[7] The most recently added sport is women's bowling, added in 2023–24.