Posted in 2023 in MLS
Long before the team’s first game in the MLS, San Diego Football Club merchandise has hit the shelves.
And now, a San Diego FC Official Merchandise Store is set to open in Mission Valley.
Eighteen Threads
Eighteen Threads is the name of the San Diego FC’s new retail store. If you love the new logo and want it to stick around, support it with your wallet at the new 1,900-sq-ft retail space dedicated to team logowear.Location
The San Diego FC store is located inside the Mission Valley Mall, just down the road from Snapdragon Stadium.
Onsite & Online
For sure the stadium itself will offer a place to buy San Diego FC apparel, hats, soccer jerseys and scarves and all fan merchandise at the Snapdragon Team Store. For now, you can find SDFC logo wear, shirts, hats and other MLS team apparel online.There is currently a discount coupon code running on the website.
- San Diego FC Scarves — Shop now
- San Diego FC Logo Tee – Top Seller — Shop now
- San Diego FC Flow T-Shirt — Shop now
- Adidas Royal Quarter-Zip Trainer — Shop now
- San Diego FC Hat Navy — Shop now
- San Diego FC Hat Gray — Shop now
- San Diego FC Pullover Hoodie Sweatshirt — Shop now
San Diego FC badge and colors were officially announced on October 20, 2023.
San Diego Football Club Logo
The crest is said to embody the county’s four “principal virtues”:
The 18 lines in the logo crest represent 18 communities of San Diego County. They are San Diego, Chula Vista, Oceanside, Escondido, Carlsbad, El Cajon, Vista, San Marcos, Encinitas, La Mesa, National City, Poway, Imperial Beach, Solana Beach, Lemon Grove, Coronado, Santee, and Del Mar.
The brand identity was created by Pupila, based in Costa Rica, in collaboration with local San Diego based The House Of.
The initial reception, first leaked the day before a Brand Reveal Festival at Snapdragon Stadium, was met with the highly critical scrutiny the Internet is famous for. While its fair to be underwhelmed by the metallic chrome effects and abstract automobilian shapes, a few wins in a row will surely mop up those tears.
CEO Tom Penn: “Our brand identity has been co-created with our fans and supporters over the past six months. We believe our crest truly reflects the essence and spirit of San Diego. Our club strives to become the epicenter of football excellence and innovation in North America.”
It was reported that $200,000 of merchandise was sold at the Brand Reveal Festival.
Colors
The official colors are Chrome and Azul, with a supporting palette of yellow, orange and red. Chrome to reflect that San Diego is moving, evolving and innovating. Azul (Spanish for “blue”) to capture the strength of the water and sky.Official Jerseys
The San Diego FC MLS official kits will be unveiled in late 2024/early 2025. At this point it is not even known what color the jerseys will be.Note: Season ticket holders will have access to merchandise discounts.
Site Search
Make the most of your time at San Diego's Snapdragon Stadium. This independently operated and reader-supported guide is not affiliated with Snapdragon, SDSU or any organizations. Affiliate partners help us keep the site running, at no additional cost to you, when you make a purchase through some of the links on our site. Please contact us with website questions.
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