With their sights set on reclaiming the NWSL title, Gotham FC prepares for a new season with a refreshed roster and new kits.
NJ/NY Gotham FC‘s reputation as one of the NWSL‘s most formidable teams is a result of consistently competing at a high level and showcasing top-tier talent. As they enter the new season, embracing change is central to Gotham’s strategy, stepping outside their comfort zone to build a dynamic, forward-thinking squad rife with new faces. With a blend of experienced players and promising newcomers, Gotham aims to adapt to the evolving landscape of the league while also setting new standards for excellence, signaling the start of a bold new era.
Gotham’s refreshed appearance extends beyond its roster, as the club unveiled its new uniforms on Feb. 27. The sky blue away colorway reflects Gotham FC’s signature grit, resilience, and ambition while incorporating the tonal Crest. While players weren’t in meetings with the Nike design team, Gotham VP of Brand Laura Petro tells Boardroom these new kits are part of a larger push to attract new fans across all demographics.
“We are always internally talking about shaking things up and doing things unconventionally, and that’s the really fun thing about being at an NWSL club,” Petro said. “New York, our market, is the fashion capital of the world. So, we were thinking, ‘How do we continue to push that?’ I think that’s always been part of Gotham’s DNA. We have the fit check, we have players like Mandy Freeman who are style icons, and we were like, let’s really build that out more and lean into that.”
What’s happening locally for the Bats is emblematic of a larger trend across the beautiful game. The sport is not only one of the biggest in the world, watched by hundreds of millions, but soccer’s megastar athletes are pure trendsetters. On the women’s side, we’ve witnessed this gradual shift in its stars embodying the tunnel fit, relying on elite stylists, and having a say in signature collections that drop with their names attached. As it’s Petro’s job to be inspired by Gotham players for the club’s outreach, she tells Boardroom this is one of the more exciting parts of this role.
A quick pass through Freeman’s Instagram unlocks a slew of ensembles that showcase a personality just as bold as her skillset on the pitch and someone who isn’t afraid to go bold with textures, colors, and silhouettes. Perhaps that’s the essence of Gotham’s new era, capitalizing on fashion’s reputation for being ever-changing as a catalyst for change.
Another Gotham leader who has fully leaned into being an influencer of evolution both on and off the pitch is Midge Purce. The 2023 NWSL Championship MVP is also a Nike athlete, joining The Swoosh during Paris Fashion Week earlier this year. Purce embodies the making of a dual threat, which Petro says makes and shapes the growing soccer culture.
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Moving in this new direction takes more than just buy-in from players such as team captain Tierna Davidson, and Petro salutes the ownership for also standing in agreement with this evolution. Joining founding owners Tammy and Phil Murphy, Steven Temares, and Carolyn Tisch Blodgett are minority investors like Eli Manning, Sue Bird, Carli Lloyd, and Kevin Durant and Rich Kleiman’s Boardroom Sports Holdings. Throughout this process, Petro called the ownership’s help bold and empowering.
“They are very empowering to say, ‘Yeah, let’s do things differently. Let’s chart a new path, be bold, and try new things.’ And for us to really have that creative freedom and do things a little bit differently is so amazing,” Petro said. “And then, of course, Eli [Manning] and our amazing celebrity owners, he has attended so many games. So, it’s all so exciting to get to have such a supportive and engaged ownership group who are really dedicated to building this and the growth and doing that in whatever way possible.”
From the roaring stands to remaining active across social media, Gotham’s fanbase has consistently shown up, creating an electric atmosphere both home and away that fuels the players on and off the pitch. This deep connection between the team and its supporters is recognized across all club levels — from the front office to the players. Petro tells Boardroom that the faithful supporters are the nucleus of the club’s decision-making and ensured they’ll be involved all season with new activations. To start, Gotham is calling on fans to name the new away kit, a small but impactful move that promotes closeness and engagement. The club is also hosting its first-ever fashion show next month, encouraging all to channel their inner designer.
“We’re always just trying to think through how can we raise the bar and create great experiences for our fans at game day and beyond,” said Petro.
As the season rolls on, Gotham plans to lean into storytelling as another element of its re-brand. The club aims to highlight its players’ personal journeys and triumphs, giving fans an authentic look into the lives behind the jerseys. With this new generation set to begin, expect behind-the-scenes content, exclusive player interviews, and more as Gotham seeks to deepen its connection with its audience nationwide while showcasing the team’s heart and soul.
“The way I talk about it is it’s like a brand evolution. We had a really strong foundation, and we’re really excited about the look and feel. We’re not changing our logo or anything like that. It’s more about adding, expanding, and creating new ways for fans to identify and relate to and represent Gotham,” Petro said.
“Really, as we think about our long-term aspirations, we’re just getting started. We really want to become this iconic global sports franchise. When you think about the [New York] Yankees, people rock Yankees hats who’ve never been to a Yankees game. I think that’s the bar that we’re setting for ourselves, and there will be a lot to do to get there, but I think that’s kind of the goal of some of these initial things to really start building towards really just broadening and growing how people can relate to Gotham and what it means to be a Gotham fan.”
Gotham kicks off the 2025 NWSL season on the road against the Seattle Reign on Saturday at 10 p.m. ET on ION.
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