Again in October of final 12 months, information rippled by the soccer world of the NWSL’s latest growth crew popping out of Boston, BOS Nation FC. You possible keep in mind their model rollout marketing campaign, however for all the flawed causes. I nonetheless haven’t recovered from TooManyBalls.com, and I don’t assume I ever will. Be happy to refresh your reminiscence by watching their deeply misguided, offensive, and transphobic rollout marketing campaign video right here.

After the uproarious public backlash the brand new franchise obtained upon this egregious launch, they instantly rolled again the model and issued an apology assertion as they went again to the drafting board.

Whereas we had hoped to create a daring and buzzworthy model launch marketing campaign, we missed the mark.

They scrubbed all traces of their preliminary model rollout from their socials (save for his or her Instagram deal with which inexplicably holds robust), and after a number of months of retooling, posted this in mid-March.

In fact, the feedback part is rife with playful jabs, together with:

However there may be additionally fairly a little bit of reward within the feedback for an NWSL crew truly listening to its fan base and admitting when it misstepped. Many additionally shared their concepts for what the brand new crew identify ought to be, with the indeniable fan favourite being the Boston Coven.

Based on the weblog on BOS Nation’s web site, the membership “launched a deliberate course of by which we are going to hunt down, take heed to, and mirror on enter about our crew identify from followers, supporters, and a bunch of advisors assembled to mirror a various vary of voices and views. ” As a part of this course of, the franchise hosted boards to interact with followers, girls’s sports activities advocates, former gamers, and Boston leaders. They assembled model advisors and even supplied a Fan Suggestions Survey which obtained over 1,500 responses and amassed 500 totally different identify ideas.

One of many many despicable points of BOS Nation’s unique rollout marketing campaign was its appalling erasure of the present girls’s skilled sports activities groups in Boston. To proper this flawed, they defined on their weblog how this time round, they’ve related with the leaders of those different Boston and New England girls’s groups for help and insights. Certain, it begs the query, why the hell didn’t they do that the primary time round? (It appears like a reasonably apparent transfer to me!) However hey, higher late than by no means.

Lastly, in the end, after skulking away with their tails between their legs post-TooManyBalls.com, BOS Nation unveiled their new crew identify on the finish of March: Boston Legacy FC.

And you recognize what? It’s fantastic. With the bar for enchancment at subterranean ranges, just about something would have been a step up. It’s nothing to write down residence about, however it does the job. As at all times, followers have expressed their displeasure within the feedback part of the put up, with the final sentiment being that Boston Legacy FC feels soulless and generic:

After their atrocious first try, it’s clear that Boston Legacy is dedicated to offering the utmost transparency in regard to what went into their rebranding course of in an try to regain fan belief and set up credibility. Their periodic weblog posts over the past 5 months outlining the number of the brand new identify have been a part of that, together with sharing movies like this:

Whether or not you want Boston Legacy FC or not, this identify is definitely right here to remain this time round, with the crew slated to kick off within the 2026 NWSL season. Now that the brand new identify has been finalized, the membership is within the midst of remodeling its visible branding as effectively, most notably releasing a brand new crest within the coming months. Watch this house for no matter these Dunkin’ lovers unleash upon us subsequent!