Project has become a loaded term. At least, it has in the soccer world. Unless you frequent the rarified heights of somebody like Pep Guardiola, who seems intent on taking his “project” to a new megaclub every three seasons, the word always carries a euphemistic tone. No club that wants to win now calls itself a project.
It’s why you don’t see the Portland Timbers, for all the changes they made this offseason, use the p-word. Change in coach? Significant roster movement? A new emphasis on bringing in youth? Those are trademark qualities of a new project, but not for Portland.