PORTLAND, Ore. — When new sports teams start, the branding that jumps out first. At the beginning, that’s all they have. Until the players come and the games kickoff, it’s the name, the colors, the crest and the look that fans can the judge. The first public choice any organization makes is how it presents itself to the world.
In that regard, Racing Louisville FC is off to a great start. Though the name they chose may not please those who prefer American naming conventions, “Racing Lou” works on a simple, engaging level. The team’s floral-print lavender and black jerseys have been a refreshing addition to the rest of the league's looks, and while the light show celebrating goals at home games may be a photographer’s nightmare, it seems to have been a hit with everyone else.