A day after unveiling the slogan as part of the rollout of the team name BOS Nation FC, the organization posted on X that “we missed the mark” with an attempt to “create a bold and buzzworthy brand launch campaign.”
Fans gather during a kickoff celebration for National Women's Soccer League's Boston franchise, which is to be named BOS Nation Football Club, Tuesday, Oct.. 15, 2024, in Boston.
“We fully acknowledge that the content of the campaign did not reflect the safe and welcoming environment we strive to create for all,” the team said, “and we apologize to theThe new name, an anagram of Bostonian that also played upon being a “boss,” was announced Tuesday along with a video celebrating the city’s professional sports history — mostly accomplished by men — with the narrator saying, “Boston loves its balls” and “there are too many balls in this town.
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