FC Supra’s Homegrown Playbook: A New Brand Blueprint for Quebec

LAVAL, QC – December 10, 2025 – In the world of professional sports, expansion clubs often face a dual challenge: building a competitive roster and forging an authentic identity that resonates with a new market. FC Supra du Québec, the Canadian Premier League’s newest franchise, has just provided a masterclass in tackling both simultaneously. With the announcement of its first-ever player signings—Quebec-born standouts David Choinière, Sean Rea, and Loic Kwemi—the club has done more than just acquire talent; it has laid the cornerstone of its entire brand strategy.

This isn't a typical player announcement. It's a declaration of intent, a strategic activation of the club’s mission: “From here for here.” By making a four-time CPL champion, a gifted young attacker, and a dynamic forward—all with deep roots in the province—the faces of its launch, FC Supra is betting its future on the potent currency of local pride. This move signals a departure from conventional team-building, transforming a press release into a powerful narrative engine designed to capture the hearts and minds of Quebec’s vibrant soccer community from day one.

A Masterclass in Hyper-Local Branding

FC Supra’s initial signings are the most tangible expression yet of a meticulously crafted brand identity. The club’s slogan, “From here for here” (D’ici pour ici), moves beyond marketing jargon to become an operational philosophy. The choice of David Choinière, a decorated champion returning to his home province, is a storytelling coup. Choinière isn't just a player; he's a protagonist. His career, from the Montreal Impact academy to becoming a Forge FC legend and now returning to lead a new Quebec-based club, embodies a compelling homecoming narrative.

As Choinière stated, “To be part of a new club in Quebec, built on local ambition and pride, is truly something special.” This sentiment is precisely what FC Supra’s leadership is banking on. By signing players who can speak authentically about representing their home, the club creates an immediate and powerful emotional connection with its target audience. This is a strategy that Athletic Bilbao has famously used for over a century in Spain's Basque Country, and FC Supra’s ambition to build an entirely Quebecois roster is a bold echo of that identity-first model.

Complementing Choinière are Sean Rea, a Laval native and former CPL Best U-21 Player, and Loic Kwemi, a product of the Quebec amateur system whose creative flair was honed in futsal. Each player represents a different facet of the province’s soccer ecosystem. Together, they form a triptych of local talent that validates the club’s promise to be a platform for Quebecois players. This approach stands in contrast to other CPL expansion teams, which often build around a single local veteran or a mix of national and international talent. FC Supra’s decision to announce a trio of homegrown attackers is a statement of abundance—a confident proclamation that the province has the talent to compete at the highest level.

This hyper-local focus extends beyond the pitch. The partnership with Evangelista Sports, a 40-year-old Quebec-based retailer, for its first merchandise drop is another deliberate touchpoint. Every element of the launch, from the club’s name—a nod to the historic Montreal Supra—to the faces on the posters, is designed to scream “Quebec.”

More Than Sentiment: A Competitive Blueprint

While the marketing narrative is powerful, a deeper look at the signings reveals a shrewd sporting strategy designed for immediate impact. Mateo Cabanettes, the club's Sporting Director, emphasized that these players “bring quality, identity, and ambition.” This is not a project built on sentiment alone; it is a calculated move to construct a competitive attacking force for the 2026 season.

David Choinière, 28, is the anchor. With four CPL championships and a history of scoring in high-stakes matches, he provides the veteran leadership and winning mentality every new team craves. His 31 goals and 27 assists for Forge FC are not just numbers; they represent proven, end-to-end production in the CPL. He sets the standard for professionalism and performance.

Sean Rea, 23, represents the future. His dynamic, creative playmaking earned him accolades as the league's best young player in 2022. Having experience in both the CPL and a brief stint in MLS, he brings a high ceiling for growth and a direct connection to the next generation of fans and players. His excitement is palpable: “It’s an incredible feeling to join FC Supra at the very beginning of its story,” he remarked.

Loic Kwemi, 28, is the wild card. His unique background as a former Canada Soccer Futsal Player of the Year gives FC Supra an attacker with exceptional close control, creativity in tight spaces, and an unpredictable edge. His success in Ligue1 Québec, where he won both the Golden Boot and Ballon d'Or, demonstrates a hunger to succeed and a proven ability to dominate at the semi-professional level. He embodies the pathway that FC Supra aims to create for other local talents.

By securing these three players, FC Supra has established a versatile and potent attacking foundation. This blend of experience, youth, and unique skillsets allows them to avoid the common expansion pitfall of starting with a disjointed roster. It sends a clear message to the rest of the CPL: FC Supra is not here to just participate; it is being built to contend.

The CPL's Strategic Keystone in the East

From a league perspective, the arrival of FC Supra is a monumental strategic victory. For years, CPL executives have referred to Quebec as the league’s most important untapped market—a “football factory” that was a conspicuous missing link in its coast-to-coast vision. The successful launch of a well-funded club with a strong, locally-rooted identity finally fills that void.

FC Supra's entry, anchored by a robust ownership group with deep pockets and diverse expertise in sports, real estate, and media, provides the CPL with a stable and ambitious partner in a critical region. This move significantly strengthens the league’s national footprint, creating new regional rivalries and tapping into a passionate fanbase ahead of the 2026 FIFA World Cup, which will be co-hosted by Canada.

Furthermore, the club’s “From here for here” philosophy directly serves the CPL’s core mission of developing Canadian talent. By creating a dedicated professional pathway within Quebec, FC Supra will not only retain players who might otherwise have left the province or the sport, but it will also inspire a new generation of talent at the grassroots level. As Club President Rocco Placentino stated, these signings “represent an important moment for the club and for soccer in our province.”

Ultimately, FC Supra's launch strategy is a powerful case study for any brand seeking to enter a new market. It demonstrates that in an increasingly globalized world, a deeply authentic, hyper-local identity can be the most potent competitive advantage. By weaving its brand promise directly into its first and most visible operational decisions, FC Supra has laid the groundwork not just for its inaugural season, but for a long-term bond with the community it aims to represent.