GLG Rebrand to Girls Leading Goals!
Dearest GLG Community,
We are excited to announce a major milestone in our company’s journey- a rebranding effort that reflects our growth and evolution over the past nine years. As we continue to expand and innovate, we feel it is important to update our brand identity to better reflect our values, vision, and mission.
Our new brand identity represents a forward-thinking approach that embodies our adaptive spirit, while staying true to our roots. We believe this new identity will resonate with our players, families, partners, coaches and employees alike, and will help us achieve our ambitious goals for the future.
On April 17, 2023 Girls Leading Girls will officially be changing its name to Girls Leading Goals and its logo! We are proud to introduce this new name, logo, and structure, which will continue to reflect our organization's original and core mission to empower girls through soccer and leadership development. In this email we outline the reasons for this partial rebrand, what to expect and attached frequently asked questions.
The changes outlined here will take effect for the upcoming Summer and Fall seasons for 2023. No changes will occur for our current Spring 2023 season and programming. We will be over-communicating between now and the end of Spring season regarding these changes, tryouts, fall registration, and summer.
Please review our Frequently Asked Questions here. If you have questions that are not covered by the FAQs, please submit them here.
Girls Leading Girls was founded in 2014 to provide all girls with opportunities to play soccer while developing their leadership skills, self-confidence and life skills. Over the years, we have grown our programming and impacted hundreds of girls in the Bay Area and beyond. As we continue to expand our reach and impact, we recognize the importance of having a name that accurately represents who we are and what we do.
Girls Leading Goals speaks to our commitment to using soccer as a tool to teach girls about goal-setting, teamwork, and leadership - skills that will serve them well both on and off the field. In addition, this name change will allow us to connect with our allies of boys to help promote a positive change in uplifting girls’ and womens’ potential.
Here’s the story behind our new name and logo.
Please see here a short video that describes the significance of the logo that players, coaches and beyond can proudly represent over their hearts. We are excited for this new chapter in our organization's history, and we thank you for your continued support.
Over the next couple of days, you will start to see our new branding across all of our touch points, including our website, social media, marketing, and communications. We understand that change can be hard, our journey over the years has been a learning experience and imperfect especially challenging during COVID. Yet, we’ve been able to pivot and adjust time and time again since inception in 2014 to sustain our mission and provide a positive, safe space for our girls and coaches.
Here is a timeline of our growth and innovation over the years and where we plan to go.
We want to thank our community for their trust and continued support in our leadership as we move forward together.
Yours in community,
Brianna “Bre” Russell
CEO & Founder