After year one of USL W, the league is thriving and expanding - one of those expansion markets is the incredibly diverse and remarkably beautiful part of the world known simply as The Bay Area. Oakland, in particular, has a storied relationship with “The Beautiful Game” from the Oakland Hornets, Clippers, Stompers, and even the USL’s own Oakland Roots. Organizers in the Bay recently announced the addition of the Oakland Soul to USL W and we wanted to know more about this stanza in the lovely poem of Oakland Soccer, so we reached out hoping for a verse or two…

You've recently announced the launch of Oakland Soul; what inspired adding a women's squad to the organization? Has it always been a part of the plan or did somebody finally wise up?
When we first had the idea of bringing this concept to Oakland we thought about a women’s team, because female athletes and brands have traditionally been ahead of the curve when it comes to Purpose-driven sports and as one of the most diverse and inclusive cities in the world, it just made sense. At the time, there just wasn’t enough depth in the pro soccer pyramid on the women’s side to make that possible. Now with the launch of the USL W League, and having proved that Purpose-driven sports can work with the Roots, we felt the time was right to launch Soul and work towards our goal of women’s and men’s teams playing at the highest level possible, united behind a common Purpose.

The branding is colorful and fun - can you speak a little to what inspired it and who are the people responsible?
As with Oakland Roots we started by listening. We put together a number of groups of diverse women from different ages who were all united by a common love for Oakland to help us create a brand that would truly represent. Branding isn’t just about slapping a logo on a shirt. It’s about building an intentional and culture-aligned identity that transcends the sport, and turns into something that protects Oakland’s culture but also pushes the boundaries on what it means to be a sports club.

After months of focus group discussions with the community we landed on the word Soul to represent the team. Community members spoke of creating a brand that thrived on unity through the power of unique individuals. Powerful, strong, beautiful, independent, resilient were all words used to describe what the community wanted this team to represent. This led to the creation of the crest. The colors are aligned with the family of identities we have at this club, with Oakland Roots and Project 51O and felt like an organic fit with the family of logos we already have.

You need to nurture your roots in order to grow. Strong trees have strong Roots, but without the sun none of it is possible. In a lot of ways, our family of identities tells this story. A story of Oakland, our history, our future, hope, and all walks of life.

Oakland Soul is more than a new soccer team, they are a celebration of community

Roots have been remarkably successful, both on and off the pitch; from fresh gear to community engagement - should we expect the Soul to have kits unique to them? When can we expect shirts, hats, scarves, etc... and where can we find them?
We are very excited to share the Oakland Soul kits with the world. Just like with Roots, you can expect community-focused storytelling through our merchandise and jerseys. Some Soul gear is already on sale by visiting shop.oaklandrootssc.com. Be on the lookout for the 2023 jerseys in the coming months. This is bigger than just a game. Soul and Roots are a way of life. And as long as you believe in our values, that makes you family.

Speaking of community engagement, representation is essential for growth of the women's game - does the club already have a list of events to participate in? How will they show they are a part of the town?
We regularly have Oakland Soul and Oakland Roots out in the community. From partnering with organizations like the Oakland Zoo and Oakland Symphony, to trips to local youth programs and schools, Oakland Soul is already deeply embedded in the community. Up next this year is the Black Joy Parade in Downtown Oakland. When it comes to building a brand, we believe there is no substitute for just showing up. Connecting with the community, having meaningful conversations and leading with the right intentions. The work does the work, and we have just begun on this journey in The Town.

Where will the squad draw their players from? What's the amateur scene like in the Bay Area - should we anticipate local athletes getting a shot? Will there be local tryouts?
The team will be a majority local athletes coming from the Bay Area Community and highly-successful collegiate programs throughout the Bay. The first open tryout is in February on the 12th. Registration is still open! The Bay Area has been home to some of the most talented players and we hope that Soul becomes a vehicle for giving these athletes more shine.

This will be the first season of USL W in California, and there will be some great competition joining the league alongside you - what are your goals for the season and at the end, when you look back at year one, what will be a marker of success?
Success in Oakland will always be measured both on and off the field. Winning the hearts of our fans, and creating possible role models for young girls in our community, is as important as winning on the field. Our success will be viewed through the lens of community excitement, engagement and Town pride when Oakland Soul takes the field. On the field we will look to compete every match, go after the division title, and see how far we can go from there.

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