Welcome to the Club.
Goodbye F***.
Ever tried changing your name? It’s a logistical nightmare. So why did FC and I both decide to do it in the same year?
For those we love most, of course.
I’m the same. And I’ve changed.
That’s the great paradox of a new name, and the fundamental challenge in pivoting the identity of something people have known and loved for 30 years.
We needed to remind people who we’ve always been. To reassure them that football was coming along with us on this journey. And to promise them we’d never stand still.
So we made this. And then Daniel Kaluuya made it sound extremely cool.