Northwest, Arkansas – USL Arkansas is proud to announce a significant milestone in establishing its identity: the unveiling of its mission, vision, and values. These foundational elements establish the collective aspirations and passions of the Northwest Arkansas community. They have been meticulously crafted through extensive conversations with thousands of local residents, involving over 40 hours of fan engagement in various community listening sessions, in depth social media engagements and the analysis of more than 600 survey responses regarding soccer culture in Northwest Arkansas.
Warren Smith, co-founder of USL Arkansas, highlighted the fan-driven nature of this process: “From our listening sessions and surveys, it’s clear that the people of Northwest Arkansas cherish this area for its entrepreneurial spirit, natural beauty, and community values. We’ve learned that more than any specific team name, color, or crest design, our fans want a Club that truly represents this region’s values and is unique to our community and region.”
Wes Harris, managing director for USL Arkansas, emphasized the significance of community representation in the branding process. “USL Arkansas is committed to our fans’ vision and aspirations. Our mission, vision, and values are not just words; they are a reflection of our community,” he said. “We are excited to continue incorporating fan feedback into the club’s branding, ensuring our final product reflects the collective voice and spirit of Northwest Arkansas.”
Mission: Challenge the ordinary and cultivate the extraordinary, using the beautiful game to unify, uplift and propel the Northwest Arkansas community.
Vision: More than a Club, we will be the premier creator of unforgettable moments and enduring memories, impacting our community both on and off the pitch.
Values:
Authentic: Upholding the courage to be unique and delivering unwavering truth.
Belonging: EVERYONE is welcome and we are all united by a common goal.
Commitment to Excellence: Ensuring every action is intentional and heartfelt.
Passion: A fervent dedication to Northwest Arkansas, the Club, and our community.
Compassion: Living with empathy and a kind heart, going beyond ourselves.
As the club continues on the exciting journey of establishing its brand, the community’s input remains pivotal in shaping its identity. The launch of the Founding Fans panel, consisting of 36 passionate individuals, signifies a commitment to ensuring the club’s identity and future will be shaped by those it represents. The panel will be instrumental in shaping the club’s defining elements – its name, crest, and logo, ensuring that every aspect resonates with the spirit and values of USL Arkansas’ supporters and community.
“We were overwhelmed with thousands of incredible suggestions reflecting the passion and creativity of our community,” Chris Martinovic, co-founder of USL Arkansas, added. “In professional sports, a team’s name goes beyond the game—it represents a community’s identity and spirit. This team is going to truly represent what our region stands for, thanks to the unwavering support we have already received from soccer fans in Northwest Arkansas.”
Smith further elaborated on the fan feedback, stating, “The insights from our fans have been enlightening. It’s clear they want a club deeply connected to our community, with a strong emphasis on youth development, a winning spirit, and a connection to the great outdoors of Northwest Arkansas.
“The foundation of USL Arkansas is inspired by the legacies of Sam Walton, JB Hunt, John Tyson, MH Bill Simmons, and CL George. Just as these visionaries transformed Northwest Arkansas, we too aspire to contribute to the region’s growth and flourishing start-up culture. Our club is a symbol of this ongoing evolution, reflecting the dynamic spirit and entrepreneurial energy that define our community,” added Harris. “Our aim is to mirror this innovative and inclusive spirit in every aspect of our club’s development.”
Applications for the Founding Fans panel are open from Jan. 5 to Jan. 9, with details available on USLarkansas.com. The club encourages community interaction through its social media platforms and e-newsletter, fostering a dialogue that will shape the club into one that truly reflects the desires and needs of the community.
The overwhelming response from the community highlights the deep connection people have with Northwest Arkansas. Home, family, opportunity, nature, and community are the words that fans frequently used to describe the region. These insights reinforce the club’s commitment to being more than just a soccer team but a symbol of the community’s identity and spirit.