Fútbol Emotion Rebrands: A History of Brand Evolution
Founded in 2001 by former professional goalkeeper Javier Sánchez Broto, the company originally operated under the name SOLOPORTEROS, targeting the unserved
Founded in 2001 by former professional goalkeeper Javier Sánchez Broto, the company originally operated under the name SOLOPORTEROS, targeting the unserved niche of goalkeepers. The initial shop sold only goalkeeping products, with gloves as the main item – hence their presence in the original logo. The SP brand, designed by the Soloporteros team, remains a benchmark in the sector. In 2001, when e‑commerce was still in its infancy, Soloporteros also launched its website, becoming one of the first football retail companies to sell products online.
From Soloporteros to Fútbol Emotion (2001–2016)
First Logo Redesign (2011)
Ten years after the company’s founding, the logo underwent its first redesign. The company had made its way into football teams through its goalkeepers, and its products had become more specialised and globalised. Many will remember the famous Soloporteros catalogues arriving in changing rooms at the start of each season. The 2011 update removed the gloves from the logo, stylised the typography, and gave more prominence to the brand’s signature orange colour.
Name Change to Fútbol Emotion (2016)
In 2016, a major change came as a shock to many customers: the company was no longer Soloporteros. Growth had expanded beyond goalkeeping into players, futsal, fans, and clubs, and international expansion was beginning. A more global name was needed while maintaining Spanish origins. Fútbol Emotion was chosen, accompanied by a hexagon with the letter ‘e’ to express the e‑commerce vocation and a new slogan: “emotion”.
The 2023 Redesign and New Logo
In June 2023, exactly seven years after the name change, the company decided it was time for a redesign to mark the new era it was entering. The new logo features the ‘ball’ and ‘e’ icons that represent the name in a contemporary black‑and‑white style. Alongside the logo, a new font called ‘Be the Best’ was created – the new corporate slogan encapsulates the ambition to be the best product specialists. The redesign will be revealed gradually.
Continuity and Growth
Change can sometimes be difficult, but the company remains the same – just with a fresh new image. The hope is that customers will continue to support the brand for many years to come.
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