You’ve probably heard that Boise is getting a pro soccer team. Now, the club has a name, a look, and a bold new identity.

Last Friday, Athletic Club Boise unveiled its name, crest, and branding to a fan base that is already showing up in force – thousands of locals attended the brand launch event. It's the first "Athletic Club" team in the US (another first for Boise) and a nod to our Basque heritage and the rich soccer history throughout the Basque country.

“Boise has an incredible soccer community,” said Brad Stith, CEO and co-founder of Athletic Club Boise. “We knew that soccer would not only be embraced here, but really flourish here.” Turns out they were right. AC Boise has already broken league records, selling over 4,500 season deposits — more than any other team at this point in an expansion campaign. You can buy your season tickets here.

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Over the last 10 weeks, Club leadership and their creative partners at local agency Against, met with more than 1,200 locals to help shape the brand and vision. The result? A crest rich with symbolism, local meaning, and Idaho pride.

“In soccer, players and supporters wear the crest over their hearts,” said Brad Stith, CEO and Co-founder of Athletic Club Boise. “We spent months listening to this community to develop something truly rooted in Boise — not just in look, but in meaning. Those conversations sparked more than a design: they helped solidify connections with our community and opportunities to give back. When our club steps out on the pitch, every fan will see that we are built by Boise, for Boise.”

Side note, in case you aren’t familiar: In soccer, a crest is basically the club’s logo. It's a design that represents the club's identity, history, and values. You’ll see it on the uniforms, merch, banners, scarves… pretty much everywhere.

What’s in the crest

Athletic Club Boise’s crest, co-created with local creative agency Against, is full of clever details and local nods.

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Here’s a breakdown of the elements:

Peregrine Falcon – The fastest creature on Earth, representing speed, precision, and Boise’s deep ties to raptor conservation at the World Center for Birds of Prey. The falcon also creates the club’s lightning motif: “There’s a blend there, because the peregrine is lightning fast,” said Brad.

Basque Typography – The custom typeface is inspired by ancient Iberian letterforms, celebrating the strength and cultural pride of Boise’s Basque community.

Treasure Valley – At the base of the crest, a “V” shape symbolizes the convergence of the Boise and Snake River Valleys, forming the Treasure Valley. It’s a visual nod to community, geography, and identity.

Agricultural Fields – The horizontal lines beneath the falcon mimic Idaho’s farmlands. Orderly, productive, and rooted in legacy.

Mountain Peaks – At the top of the crest are angular mountain ridges, referencing Idaho’s dramatic terrain and the resilience it represents.

Star Garnet – Idaho’s state gem, the rare star garnet glows near the center of the crest. It symbolizes inner strength, transformation, and beauty formed under pressure.

The club’s color palette includes deep purples, vibrant greens, and earthy neutrals with names like Mountain Dusk, Basalt, Lupine Bloom, Summer in Les Bois, and (my personal fave) Raptor Shadow. Each one is a tribute to Idaho’s wild beauty.

Watch a video about the crest here.

What’s next for the club

Here’s what we know so far:

• Construction is underway on a brand new stadium at Expo Idaho. The site will become a 27-acre mixed-use venue with fields, facilities, and fan spaces. The stadium will open with 6,225 seats and expand to over 11,000 seats. It is the centerpiece of a broader redevelopment that will include a 31-acre public Sports Park featuring multi-use fields for soccer, football, rugby, lacrosse, and softball.
• Leadership is in place. The club is finalizing their VP, Soccer hire (General Manager) to help steer the squad and start building the roster, soon to be announced.
• Player recruitment begins this fall, with open tryouts and free agent scouting.
• Preseason training camps will start early next year.
• And the men’s inaugural season kicks off in spring 2026 with the women’s team kicking off in Fall 2027.

Oh and yes, you can already buy season tickets and team merch.

To stay in the loop, sign up for Athletic Club Boise’s newsletter.

Thanks for reading!

With love from Boise,

Marissa

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