It is evident that Bos Nation dropped the ball, but in what ways? From a diversity, equity, inclusion, and belonging (DEIB) perspective, I want you to write a memo outlining how the roll out of the new National Women’s Soccer League (NWSL) team missed the mark for promoting diversity, equity, inclusion, and belonging. Consider which communities they excluded, how the roll out harmed their brand identity, how harm is embedded in their used imagery and language, how their introduction to the sporting community possibly clashes with the image of inclusion the NWSL aligns with. I am not going to tell you what exactly to analyze and bring attention to, but there is an array of DEI issues to highlight in your memo that align with an array of concepts and theories discussed in this class. A critical aspect of this memo is practicing the art of respectfully clapping back. Do not simply state, “The rollout of Bos Nation is sexist”. No. Explain why it is sexist? Explain what sexism is and how the marketing scheme aligns with the definition and the maintenance systematic marginalization.
For 3-4 paragraphs, you will articulate and analyze how Bos Nation missed the mark of DEIB. Then, for 3-4 paragraphs, I want you to articulate a pathway forward. How can they move past the harm caused (on varying fronts) reengage excitement, promote fan inclusion, and demonstrate that Bos Nation has leaders who can acknowledge their mistakes and actively work to do better. Oftentimes, we focus on what happened, as we should, but now let's really lean into problem solving this DIEB and media firestorm of an issue. Consider what you've learned in other courses about public relations, marketing, event management, etc.
Bos Nation and the agency who created the ad have attempted to remove it from the internet, but the internet is forever. Resources to find the full ad:
Furthermore, the narrow scope of the campaign resulted in significant Exclusion and a profound lack of Belonging for core communities. The NWSL is celebrated for its visibility and acceptance of diverse identities, including the LGBTQIA+ community, athletes of color, and fans who reject monolithic standards of femininity. By projecting a hyper-specific, likely cisgender and heteronormative ideal, the campaign effectively told a significant portion of the fanbase, and potentially our own future athletes, that their identities were not central to the brand's vision. This omission is not merely an oversight; it is an active act of exclusion that undermines the team's ability to foster a supportive and unified community from day one.
The resulting damage harms not only our specific brand identity but also creates a jarring dissonance with the NWSL’s image of Inclusion. The league brand is built on fierce competition, athlete empowerment, and a progressive culture. Our tone-deaf introduction clashes violently with this mandate. We introduced ourselves as a brand out of step with the league's values, signaling to potential players, sponsors, and fans that Bos Nation might be a retrograde influence, prioritizing tokenism over true Equity. This poor debut jeopardizes our ability to attract top-tier talent and secure long-term, values-aligned partnerships, creating a massive barrier to achieving success both on and off the pitch.
Sample Answer
MEMORANDUM
TO: Bos Nation Board of Directors and Executive Leadership FROM: [Your Name/Title], Operations and Strategy Department DATE: October 10, 2025 SUBJECT: Post-Mortem Analysis and Strategic Correction for NWSL Team Rollout: Addressing DEIB Failures
The recent public reaction to the Bos Nation team launch has made it unequivocally clear that the marketing and brand introduction strategy critically missed the mark on promoting Diversity, Equity, Inclusion, and Belonging (DEIB). The immediate and negative social media firestorm, now permanently archived online, demonstrates a profound disconnect between our intended message and the values of the modern sporting community, particularly the established NWSL fanbase. This memo outlines the specific DEIB failures and proposes a forward-looking strategy to repair brand damage and authentically align Bos Nation with the inclusive spirit of the league.
Analysis: Where the Rollout Missed the Mark on DEIB
The failed rollout inadvertently reinforced systematic marginalization by prioritizing superficial, outdated gender narratives over athletic competence and authentic representation. This aligns with sexism, defined here as the prejudice and stereotyping that marginalizes a group (in this case, women athletes and fans) by reducing them to predefined, often sexualized or aesthetic roles. The imagery and language used in the campaign, which reportedly focused heavily on traditionally "feminine" colors, superficial glamour, or the players' appearance rather than their professional skill, suggests a failure to recognize the competitive legitimacy of the sport. This approach reinforces the systemic marginalization that women's sports have historically fought against: the implicit message that female athletic achievement is only marketable if it is packaged within traditional male-gaze parameters.