WNBA: Expansion Portland Fire establish identity with jersey unveiling

No, the Portland Fire, the WNBA’s 15th franchise set to debut in the (theoretical) 2026 WNBA season, still do not have a single player on their roster, but the expansion team is doing its best to establish an identity amongst these unknowns.

The Fire unveiled their jerseys on Wednesday, debuting their white “Heroine” edition and red “Explorer” edition.

Portland, like almost all professional sports teams these days, could not resist ascribing unnecessary meaning to design details, yet, in contrast to their fellow incoming expansion franchise, the Toronto Tempo, the Fire seem to have avoided any accusations of excessive corporate influence.

Kimberly Veale, the team’s senior vice president of marketing and communication, said of the jerseys in a press release:

Our 2026 jerseys are an embodiment [of] this new era of the team: bold, innovative, and resilient.

Every element was shaped with Portland in mind, honoring our legacy, while capturing the spirit and energy of this incredible city we represent. As we prepare for our debut season in May, our athletes, and fans alike, will embody that ethos when wearing a Fire jersey.

On social media, the team introduced the jerseys with a video featuring a number of Portland notables, including the Portland Trailblazers’ Jrue Holiday, or Mr. Lauren Cheney Holiday, and Rachael Rapinoe, sister of Megan Rapinoe and future sister-in-law of Sue Bird. The video served its purpose of grounding the team and its brand in the community, establishing an authentic (as possible) identity even as the 12 women who will fill the roster, first wear a Fire jersey and become beloved by fans remain unknown.

The WNBA will officially complete its return to Portland on Saturday, May 9, when the Fire (hopefully) tip off against the Chicago Sky in the Moda Center at 6 p.m. PT.