Think BOS Nation launch was bad? Welcome to the worst rebrands in MLS history

This week in Boston, the NWSL’s latest franchise revealed its name and colors. Designed by the artist Peter Moore — the man behind the Air Jordan sneaker, the Adidas equipment logo and U.S. Soccer’s “Denim Kit” — the crest was unabashedly American, a kitschy, unique design. “The Crew’s name just fed into my desire to make this new league — and its teams — American,” Moore, who passed away in 2022, told The Athletic in 2021. “I was convinced a professional soccer league would fail if it were to be in the image of Manchester United, or Liverpool, or any of the traditional European clubs or leagues.” GO DEEPER Searching for the lost Columbus Crew: A journey from Jumpman to the Houston Texans for the truth For years, the Crew embodied the logo, becoming one of the league’s grittiest, hardest-working franchises and they played in the league’s first soccer-specific stadium. Things quickly got ugly when one supporter defaced a sign bearing the club’s new logo, almost certainly becoming the only person in MLS history arrested for protesting a rebrand.