In response to the backlash, the NWSL growth staff at BOS Folk issued a public apology, acknowledging that the campaign had missed the mark and expressing regret for any offense caused. They also announced that they would be reevaluating their marketing strategies moving forward to ensure that they are respectful and inclusive of all players and fans.
While it is important for teams to be creative and bold in their marketing efforts, it is equally important for them to be mindful of the impact of their messaging. In a league that is striving to promote gender equality and empower female athletes, it is crucial that teams and organizations are vigilant in their efforts to avoid perpetuating harmful stereotypes or marginalizing players.
Moving forward, it is clear that the NWSL growth staff at BOS Folk will need to be more thoughtful and intentional in their marketing campaigns. By listening to feedback from fans and players, and by actively working to promote inclusivity and diversity, they can ensure that their marketing efforts align with the values of the league and support the growth and success of women’s soccer in the United States.