Portland Hearts of Pine: From Cult Hipster Brand to USL League One Success Story
Chris Linscott
November 4, 2025
The journey of Portland Hearts of Pine is an inspiring tale of a hipster brand that transcended its trendy image to become a thriving USL League One club and a 'beacon of grassroots football'. This story is about more than just jerseys; it's about community, passion, and a commitment to the sport.
The Long Drive to Soccer Mecca
For Mitchell Ketchen, the drive to Fitzpatrick Stadium is a journey into the heart of American soccer. Located in a town built on basketball, football, and baseball, the stadium is a public turf field primarily used by Portland High School. It's a familiar sight, with American football goalposts and a track around the edges, but it's the hub of a soccer movement in Portland, Maine.
A Trendy Brand with a Passion for Soccer
Portland Hearts of Pine's jerseys went viral, capturing the hearts of soccer hipsters and Mainers alike. The design, a mix of expression and authenticity, resonated with fans. The club's campaign, featuring a man with a chainsaw cutting down a tree, created a unique and memorable image, setting them apart from mainstream soccer.
Building a Community
Gabe Hoffman-Johnson, the club's founder, emphasizes the importance of community. The jerseys have sold globally, and the brand has become a symbol of celebration and upliftment. Ketchen, co-chair of the supporters' group Dirigo Union, believes in the team's hard-nosed approach to football, reflecting the community they represent.
A Strong Coaching Core
The club's success is also attributed to its strong coaching staff. Bobby Murphy, with his MLS experience and impressive track record in developing talent, was a key hire. Alex Ryan and Yuta Nomura, a reliable USL League Two veteran and an experienced goalkeeping coach, respectively, form a formidable trio.
A Passionate Fanbase
Portland's fanbase is passionate and dedicated. The club's early supporters, like Ketchen, were sold on the idea of a hard-nosed brand of football. The team's success on the pitch, including winning their first playoff game, has only strengthened their bond with the community.
A Unique Atmosphere
Fitzpatrick Stadium has become a beacon for fans, with a unique atmosphere that sets it apart from other lower league soccer matches. The stands are packed, and the club's kits have sold out, creating a sense of belonging and excitement.
Impact and Passion
Despite challenges, Portland Hearts of Pine has secured its place in USL League One. The team's success, including a midseason run of six wins, has solidified their position. The impact on the community is evident, with fans following the team's journey and embracing the club's culture.
A Global Brand
Portland Hearts of Pine has transcended its local origins, becoming a global brand. The team's success and unique identity have captured the attention of fans worldwide, proving that a cult hipster brand can evolve into a thriving soccer club.
