One of my all time favorite soccer stores in San Diego was Soccer Fanatic that recently have moved to soccerloco. Apparently the motive behind this move was re branding. The details is on their soccer blog.
I personally love the new name soccerloco; beyond fanatic and crazy, loco! I assume while it will continue to capture the white market, it can also tap into the Hispanic market which is probably the goal; Go loco eh?