[4] The bull terrier was chosen as it represented all things textile and the school's athletic programs adopted the 'Terriers' moniker.

Once Lowell joined the University of Massachusetts system in 1991, the school began to receive pressure to move away from the Chiefs name which, invariably, had become associated with derogatory native imagery.

By a vote of 14-1, the committee recommended retiring the 'Chiefs' name and Chancellor William Hogan accepted the decision in January 1994.

The most popular came from Chad Dooley in a letter to Bruce Crowder, the coach of the ice hockey team.

The first logo for the new nickname was produced in May 1994 and, while both the name and mascot have gone stylistic changes in the years since, the school has continued with the River Hawks name since.

Under coach Dennis Scannell, UMass Lowell enjoyed a 35–4 run from 1988 to 1991, making the 1991 NCAA Division III Football Championship playoffs, losing to Union in the first round.

UMass Lowell made the move to NCAA Division II as a member of the Northeast-10 Conference in 2000.