TLDR: San Jose’s PWHL expansion team should be named The San José Bloom; a concept rooted in the city’s identity as the historic “Valley of Heart’s Delight,” where orchards, blossoms, and agricultural abundance defined the region long before tech. Unlike ocean-based names that default to Sharks adjacency or generic coastal branding, “Bloom” creates a distinct, place-based identity tied to San Jose and the California poppy. It also aligns naturally with PWHL naming conventions.

First, a history lesson: San José began as orchards. At its peak, it fed Santa Clara Valley, the greater Bay Area, California, and much of the United States, producing massive amounts of prunes, oranges, and, most famously, orange apricots.

Before WWII, San José truly bloomed into what was known as the “Valley of Heart’s Delight.” Tech later transformed the region into what it is today, but there are still generations of San José residents who will tell you about when the parking lot you're standing on used to be an orchard. It's a bit of a joke here.

The Argument for "The San José Bloom":

It’s a nod to the history of the city itself and how it grew into the major city it is today. “Bloom” is both a noun and a verb, which opens up strong branding opportunities: “SJ is in full bloom,” “It’s Blooming Season,” “Bloom Together,” “San José Grown,” “A New Era Blooms in San José,” etc. It’s a dynamic name that signals growth and collective achievement; exactly what a new hockey team represents in its inaugural seasons and beyond.

The name also fits the aesthetic direction of existing PWHL identities. Names like Sirens, Charge, Fleet, Frost, and Torrent are typically tied to their markets, simple, and action-oriented. While “Bloom” is softer on the surface, to bloom means to become something greater than you were before. That fits both the competitive and developmental spirit of the league. While flowers are traditionally seen as feminine symbols, that’s something branding can lean into, reframe, or satirize. Who hasn't seen flowers grow out of rocks and concrete? Flowers don't have to be dainty and soft; they are strong, powerful, and rise together.

It also lends itself to strong fan traditions. Imagine fans throwing flowers after hat tricks, fans handing out flowers instead of friendship bracelets, or giving white roses to opposing teams. It's fun and could create a really distinct fan culture in San José.

San José, and California more broadly, is strongly associated with flowers. The California poppy is the state flower and is literally reflected in the team’s color palette. The orange mirrors the poppy, and the blue reflects the sky and the Pacific Ocean. This flower is everywhere across the state and is deeply rooted in California's identity.

An argument against “Hammerheads” (and ocean names):

This critique is fairly straightforward: the name plays it safe. The Sharks are already the city's NHL team, so naming the women’s team a derivative marine-adjacent concept risks framing it as a subset of the Sharks rather than an independent franchise.

While the story behind “Hammerheads” is genuinely thoughtful, at the end of the day, it reinforces a hierarchy: the women’s team as an extension of the men’s team. The PWHL team should establish its own identity separate from the Sharks and the Sharks’ AHL affiliate. Long-term, that independence is more valuable and will give the team a distinct identity.

Names like Tide, Wave, Seals, or Sea Lions feel more like San Francisco identities than San José ones. The PWHL team has a real opportunity to root itself directly in San Jose's history, which is strategically important for a new franchise.

The Sharks are still not especially dominant outside of San José and the South Bay. In San Francisco, Oakland, and other parts of the Bay Area, support is limited; many bars don’t even regularly show Sharks games unless requested. You don't see "This is Sharks Territory" signs up north as you do down south. Recently, the team's newfound success has changed this somewhat, but San José remains the Bay Area's hockey city. Not San Fransico or Oakland.

A name tied directly to San José strengthens local ownership and makes it easier for residents to emotionally attach to the team early. In the long run, that local foundation matters more than broad regional appeal. “The San José Bloom” still scales well. California is widely associated with agriculture, super blooms, and wildflower seasons. San Francisco and Oakland also have their own floral and natural landscape identities, meaning the concept can extend beyond San José if needed. The Poppy symbolism is just really fucking iconic.

That concludes my pitch. Thank you.

Mods can delete if they don’t find it appropriate. Not here to promote but there’s a coincidence I can’t ignore. Given recent developments with PWHL San Jose I find it interesting that a book my Sharks fan cousin wrote over 3 years ago-which takes place in SJ-features not only a women’s pro team that plays at SAP Center but their name is Hammerheads.

He also wrote a book back in 2015 that mentioned the Sharks winning a cup and we all know what happened next year. Our family will now be addressing him as Nostradamus.

Here are eight wallpapers I created celebrating the launch of PWHL San Jose! Four are with the logo, four are without!

All photos are from Unsplash except for the San Jose freeway photo, which is from Facebook: https://www.facebook.com/groups/CaliforniaPhoto/posts/1276062139411745/

Enjoy and feel free to share if you use! 😊🌴🏒

I can't wait for the team name, logo, kits, and roster!!!

For background info Jonathan Becher is the president of the Sharks and Barracuda.