Lower-League Soccer Clubs Use Kits to Boost Their Profiles

From Venezia FC to Forward Madison, underdog teams are proving jerseys can be more than just uniforms.

Apr. 16, 2026 at 7:52am

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A cubist, geometric painting depicting fragmented soccer jerseys, players, and match scenes in a vibrant color palette, conceptually representing how lower-league teams are using kit design to boost their profiles.Lower-league soccer clubs are using their kits as a canvas to express their identities and connect with fans in ways that transcend the sport.Madison Today

A growing number of lower-league soccer clubs are using their team kits as a way to boost their profiles and connect with fans. Teams like Venezia FC, Forward Madison, and the Portland Cherry Bombs are creating eye-catching jerseys that blend fashion, culture, and community values, generating buzz and attention far beyond their on-field performance.

Why it matters

These lower-league teams are demonstrating the power of jersey design to transcend the sport and become a representation of a club's identity and values. By leveraging their local culture and communities, they are able to build passionate fanbases and raise their profiles, even if they can't compete with soccer's global giants on the pitch.

The details

Venezia FC, a second-division Italian club, has gained a massive social media following thanks to its fashion-forward jerseys that blend the team's Venetian roots with high-end style. Forward Madison in the US third division involves its supporters' group in designing its kits, leading to vibrant and experimental looks that the club uses to drive fan engagement and community initiatives. The Portland Cherry Bombs, a new women's team, launched their brand and first jersey with a focus on women's empowerment, partnering with Planned Parenthood and aiming to carve out their own space in the sport.

  • Venezia FC began its jersey rebrand in 2021.
  • The Portland Cherry Bombs released their first-ever jerseys on Wednesday, ahead of their debut season starting in May 2026.

The players

Tancredi Vitale

The managing director of Venezia FC.

Nicholas Vieira

The head of marketing for Venezia FC.

Alyssa Bruce

The retail director for Forward Madison.

William Jenkins

The creative director for Forward Madison.

Courtney Schmidt

The general manager of the Portland Cherry Bombs.

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What they’re saying

“To go to London and see our kits ... it's such a humbling and incredible experience. It's such a unique experience seeing that and knowing that it's covering different chapters of the entire globe.”

— William Jenkins, Creative Director, Forward Madison

“Everything we do needs to be authentically and unapologetically rooted in the city that we're from. Because that's the differentiator.”

— Nicholas Vieira, Head of Marketing, Venezia FC

“If there's no depth to it, that's not what this team, this culture, is about. Nice designs are nice designs, but it's so much better when it's paired with a strong initiative, when it's paired with the story, because then the art is true, the support of the kit is true.”

— William Jenkins, Creative Director, Forward Madison

“Very female forward, very women forward. We don't play in these national leagues and we're able to have a little more freedom on the stances we take as a team and the vibe we're presenting. We definitely wanted to have women empowerment, kind of that badass 'don't f--- with me' type vibe, for the Cherry Bombs. We're here, we're excited to take up space, women deserve this opportunity.”

— Courtney Schmidt, General Manager, Portland Cherry Bombs

What’s next

If Venezia FC earns promotion to Serie A, their platform and audience could grow even larger as a club known for its stylish and culturally-connected jerseys.

The takeaway

These lower-league clubs are demonstrating how jersey design can be a powerful tool for building brand identity, connecting with fans, and elevating the profile of teams that may not be able to compete with the biggest clubs on the field. By tapping into local culture, community values, and creative expression, they are proving that a kit can be much more than just a uniform.