For Providence City FC, it started with a gorgeous sea-blue shirt dubbed the “Ocean State Kit.” The shirt, designed by Providence City player and “digital media guy” Jason Rego in conjunction with creative studio Guerrilla FC, was a hit on Lower-League Soccer Twitter. Soon, fans nationwide were fawning over the jersey of a small club whose first team plays in the Bay State Soccer League. Providence City was onto something.



“Once we saw the potential, it was a no-brainer,” said Rego. “We just had to keep creating projects.”



And so they did, with the dark kit that looks like chainmail, the one based on the Jaws poster and the “Treat Yo’ Self” shirt. The Rogues have built a social media presence — and, by extension, a nationwide brand — that’s as much about design as it is about soccer. And they’re not alone.



“At a certain level, sometimes all they have are their...