To say Minnesota’s history in soccer consists of fits and starts would be a massive understatement.



From the Kicks to the Strikers, the Thunder to the Stars, the state saw many struggle in the attempt to become a professional soccer team. As the market was part of several different leagues, the continued rebranding and passing from one ownership group to the next made it hard to find a steadfast identity. Even the longest-running supporters group — the Dark Clouds — allude to this, even as their name no longer aligned with the team as the Thunder faded away.



“By any name. In any league. Dark Clouds Follow.”



It doesn’t mean the identity merry-go-round was any less exhausting. As Dr. Bill McGuire bought the team from the NASL, he wanted to establish a new brand that could become everlasting after decades of inconsistency. To do this, he and other club brass called on Minneapolis marketing consultant agency Zeus Jones in...