Rick Hart had stated that they'll probably roll those uniforms out whenever they play an "in-state rival" to show the university's connection to the city and claim some kind of ownership for regional rivalries. So... UNT and TCU? Will they wear them against UH? They didn't wear them against Texas State, but maybe San Marcos isn't as big as Denton so they didn't feel the need to gloat that day? Confusing criteria. Chop's thoughts about it echo mine.
I don't think they care about San Marcos, UTEP, etc. This is most likely about TCU and UNT. "They aren't in Dallas. We are. They're in Ft Worth and Denton." Maybe against UH it works.
I love going to Ft Worth. It's like going to old Austin minus Whole Earth Provision and little Whole Foods. But for recruiting, I imagine 18yos prefer Dallas to Ft Worth and Denton. That's probably true for local corporate support as well.