The Portland Hearts of Pine will begin play in USL League One next year. (Courtesy photo)
When more than 1,000 people show up for a crest reveal, and it later combines with the subsequent sale of branded merchandise in 40 states, it is an organic dream scenario in any American soccer market.
But for the Portland Hearts of Pine, which will begin play in third division USL League One in 2025, it is capturing part of the soccer zeitgeist by carving out a penetrating identity before they even take the pitch.
"I think what we’ve seen in the last month-plus is really the culmination of a lot of years of work," said Gabe Hoffman-Johnson, who is a club founder and chief community officer.
