October 17 – On Tuesday the NWSL (National Women’s Soccer League) unveiled the latest expansion team in downtown Boston as BOS Nation FC were officially launched.
Accompanying the announcement was a video campaign created by the aptly named ad agency, Colossus, because what followed could only be described as a colossal balls up.
The negative reaction by the fans to the launch video has been swift, angry, and according to many, disrespectful, hurtful, and leaning into transphobia.
The Beantown faithful who are still mourning the loss of the WPS, Boston Breakers had descended on Dick’s House of Sport (you can’t make this stuff up) for the announcement from the mayor, Michelle Wu, however, all the chatter was about the Instagram promotion and its use of a balls, balls, balls, video.
While Wu, and team owners were on stage talking up the team as a bridge to the community and a way to change young lives, a protestor stood in the back, holding up a sign that read in bold letters, ‘NO ROOM FOR TRANSPHOBIA’.
The protestor, who identified themselves as Theo from Dorchester, Mass, said: “I think there was a lot about the launch that could have been done better, but I think the (Balls) video was really short-sighted,” they said.
“I wish they had just asked some people, because it is gender essentialism, talking about balls as men’s genitals. There are men who don’t have balls. There are women who do have balls… It was offensive and hurtful.”
The team responded by saying: “We fully acknowledge that the content of the campaign did not reflect the safe and welcoming environment we strive to create for all, and we apologize to the LGBTQ+ community and to the trans community in particular for the hurt we caused.”
While it is clear there has been some hurt feelings, the general consensus is that the fans are happy to have women’s professional soccer back in the area, and despite the video and the name of the team that prompted ridicule in the press and social media, they’re willing to support the project.
Contact the writer of this story, Nick Webster, at moc.l1729218678labto1729218678ofdlr1729218678owedi1729218678sni@o1729218678fni1729218678