Major League Volleyball’s Northern California expansion franchise has officially unveiled its name and brand identity: NorCal Rumble, introducing a brand inspired by the forces of nature, individuality and the unmistakable spirit of Northern California.
Backed by an ownership group led by Theresia Gouw, Kerri Walsh Jennings, Vivek Ranadivé — alongside investors Andre Iguodala, Zaza and Tika Pachulia and Brad and Andrea Hilsabeck — NorCal Rumble will begin play as one of four new Major League Volleyball expansion teams in 2027, calling Tech CU Arena in San Jose home for its inaugural season.
“NorCal Rumble is a reflection of who we are and where we’re from: bold, creative, competitive, rooted in our community and always pushing to be better,” said Heather Vaughan, President of NorCal Rumble. “There’s an energy in Northern California that’s hard to put into words, and Rumble feels like the perfect way to capture it. We’re here to compete, but we’re also here to build a world-class environment for our players, an incredible experience for our fans, and a team our community feels proud to call its own. We want to do things differently, have fun along the way, and ultimately grow the game of volleyball!”
The name NorCal Rumble embodies the free-spirited, bold and grounded character that defines Northern California. Inspired by the pounding Pacific, towering Redwoods and rugged Sierra landscapes, Rumble represents the grace and power of the natural forces that have shaped the region and the people who call it home.
At its core, the identity celebrates individuality and instinct. Northern California has long been a place where people forge their own paths, challenge convention and remain rooted in their communities. NorCal Rumble brings that same spirit to the court, building a franchise where players can compete fearlessly, fans can see themselves reflected in their team and the next generation can grow up with a professional volleyball organization of their own.
The team’s visual identity brings those ideas to life through symbols drawn directly from the landscape of Northern California.
At the center of the primary mark is a California wildflower, inspired by the blooms across Northern California’s hillsides and shores. Its soft edges and sharp core reflect both grace and strength, while the star at its center draws from the California state flag, grounding the identity in the region the team represents.
Spikes radiating from the wildflower capture the force and motion of a volleyball swing, with the flower resembling the ball at the top of its arc. Beneath it, the RUMBLE wordmark rises and falls in a ridgeline-inspired scale that echoes the peaks of the Sierra Nevada.
The elements are contained within a miner’s spade-shaped crest inspired by California’s state highway signs, a familiar symbol of movement, exploration and the roads that connect communities across Northern California.
"I've spent my career betting on founders and ideas before the rest of the world sees what's possible - women's professional volleyball is exactly that kind of opportunity," said Theresia Gouw, Majority Owner of NorCal Rumble. "NorCal Rumble is about building something that lasts, on the court and in this community, for the long run."
The NorCal Rumble color palette draws from the region’s distinctive landscapes and natural landmarks:
● Evergreen reflects the towering forests stretching from Muir Woods to Humboldt.
● Monarch Orange is inspired by the monarch butterflies of Pacific Grove.
● Sagebrush draws from Northern California’s rolling hills and rugged terrain.
● Sandshore reflects the Pacific coastline.
● Wild Mustard Yellow takes inspiration from the mustard flowers of Napa and Sonoma.
Together, the palette captures the breadth of Northern California, grounded and natural, yet vibrant, expressive and unmistakably alive.
“There’s a grace and power to Northern California that feels so connected to volleyball and the athletes who play this game,” said Kerri Walsh Jennings, Owner and Chief Impact Officer of NorCal Rumble. “We want our athletes to know who they are, trust their instincts and have the courage to bring their own unique force to the court. We want to inspire people to listen to their inner Rumble, trust it and step toward it.”
The identity will come to life through the team's "Feel the Rumble" brand reveal campaign, bringing the new brand directly into communities throughout Northern California. Founding Owner and Chief Impact Officer Kerri Walsh Jennings and Team President Heather Vaughan will hit the road for the "Rumble Road Show," delivering Rumble branded PR packages and celebrating the brand launch with local media outlets across the Bay Area.
Experiential activations will carry the new look into neighborhoods across Northern California, including a Rumble Bloom Bar: a branded pop-up wildflower cart in seven locations from September 22 - 24 ranging from San Jose, Palo Alto, Santa Rosa and Sacramento, where fans can make free wildflower bouquets.
Rumble Bloom Bar Locations (All times local)
Tuesday, September 22
- San Jose: Santana Row (11:30am - 1:30pm)
- Palo Alto: Town & Country Village (3 - 5pm)
- Oakland: The Bookmark Bookstore (11am - 1pm)
Wednesday, September 23
- San Francisco: Ghirardelli Square (12 - 2pm)
- Sacramento: Downtown Commons (12 - 2pm)
Thursday, September 24
- Santa Rosa: Coddingtown Shopping Center (12 - 2pm)
- Walnut Creek: Broadway Plaza (12 - 2pm)
The Rumble Wildflower Collective will feature 12 florists, where the first 12 fans at each location can get a free bouquet by saying “NorCal Rumble”on September 22 at the following locations:
● Gilroy: Painted Table Farm
● Roseville: Bartlett Flowers and Gifts
● Walnut Creek: Flower Bowl Florist
● San Jose: Rosies and Posies Downtown
● Palo Alto: Stanford Floral Design
● Sacramento: Asteria Florals
● Marin County: Mill Valley Flowers
● Santa Rosa: Pedy’s Petals
● Oakland: J. Miller Flowers and Gifts
● Vacaville: Brick by Brick Floral
● San Francisco: Elizabeth's Flowers Inc.
● Napa: Garaventa's Florist and Events
A logo takeover and photo opportunity will take place at Tech CU Arena from 10am to 5pm, alongside a “NorCal Rumble Day” Proclamation at San Jose City Hall. Players will be dressed in full Rumble merchandise, including custom Rumble jackets. They will bring the brand into the community through a Starting Arts Studio wildflower workshop in San Jose, appearances at San Jose Sharks and San Francisco Giants games and local high school volleyball visits. NorCal Rumble setter and Monte Vista High School alumna Izzi Strand will appear at the Monte Vista vs. San Ramon Valley High School matchup. Registered club and youth teams will receive Rumble themed packages and fellow Bay Area sports organizations will receive a delivery of Rumble branded cookies to celebrate Bay Area Unite.
The celebration extends beyond Northern California, with custom “Rumble Kit” PR packages reaching prominent voices in the community. Fans can shop the newly launched merch site as players debut exclusive Line Change branded gear and players, staff and owners will wear NorCal Rumble merchandise, including custom jackets, throughout the day. A custom interactive website will go live to tell the brand's story, with a week of fan sweepstakes and wildflower pop-ups throughout Northern California continuing the celebration in the days that follow.
The team will close out the week with a “Serve & Sip” fan event, welcoming supporters of all ages to Sports Basement Almaden from Noon to 2 pm.
The community-focused event will bring fans together for an afternoon of interactive fun, brunch, volleyball activities, and opportunities to connect with the team’s players. Attendees will have the chance to meet Taylor Landfair and Naya Gros, get autographs, and shop official merchandise.
The campaign reflects the same idea behind the identity itself: NorCal Rumble is not simply introducing a new professional sports team, but setting roots in the communities it will represent for generations.
Fans can now place a $31 Founding Season Ticket Holder deposit, an homage to California becoming the 31st state and NorCal Rumble’s Northern California roots. Deposits secure priority access for the inaugural 2027 season at Tech CU Arena.
Fans can visit norcalrumble.com to subscribe for Rumble Insider to receive the latest team announcements, exclusive content, ticket information and additional updates leading up to the inaugural 2027 season.