Design
Strategy

Firing Up a New Pro Soccer Experience

Client
CHICAGO FIRE SOCCER CLUB
Share

Defining the Chicago Fire brand in order to win over new fans

Progress
The CHallenge

Engage new fans for a champion soccer team in a crowded sports town.

The Impact

Ticket sales rose 21 percent over the same point last season.

The Outcome

Edgy, eye-catching engagement and messaging that expresses the Chicago Fire’s brand.

Press & Links
No items found.

Major League Soccer champions the Chicago Fire wanted to convince new fans to come to its stadium, but knew that competition for fans’ attention—and wallets—in Chicago was fierce. The Fire partnered with IDEO to create memorable marketing campaigns and fan experiences to get more Chicagoans fired up and filling its seats.

Inspired by Section 8 fans and fervent Club supporters, IDEO homed in on six defining brand personality traits: human, gritty, irreverent, indie, Chicago pride, and globally curious, then used them to design game-day experiences to match. In addition, knowing the Fire’s marketing pockets weren’t as deep as its competitors, IDEO zagged and took a different approach to messaging: Eye-catching billboards featured headlines lifted directly from Section 8 fan chants, edgy posters showed soccer players as superheroes, and anything-but-traditional scarves and t-shirts sported bold wording and graphics of players’ faces.

Major League Soccer champions the Chicago Fire wanted to convince new fans to come to its stadium, but knew that competition for fans’ attention—and wallets—in Chicago was fierce. The Fire partnered with IDEO to create memorable marketing campaigns and fan experiences to get more Chicagoans fired up and filling its seats.

Inspired by Section 8 fans and fervent Club supporters, IDEO homed in on six defining brand personality traits: human, gritty, irreverent, indie, Chicago pride, and globally curious, then used them to design game-day experiences to match. In addition, knowing the Fire’s marketing pockets weren’t as deep as its competitors, IDEO zagged and took a different approach to messaging: Eye-catching billboards featured headlines lifted directly from Section 8 fan chants, edgy posters showed soccer players as superheroes, and anything-but-traditional scarves and t-shirts sported bold wording and graphics of players’ faces.

"Thanks to IDEO, we solidified the Fire’s brand and have marketing campaigns and fan experiences that truly communicate our personality."
Atul Khosla

Atul Khosla

COO, Chicago Fire Soccer Club

Major League Soccer champions the Chicago Fire wanted to convince new fans to come to its stadium, but knew that competition for fans’ attention—and wallets—in Chicago was fierce. The Fire partnered with IDEO to create memorable marketing campaigns and fan experiences to get more Chicagoans fired up and filling its seats.

Inspired by Section 8 fans and fervent Club supporters, IDEO homed in on six defining brand personality traits: human, gritty, irreverent, indie, Chicago pride, and globally curious, then used them to design game-day experiences to match. In addition, knowing the Fire’s marketing pockets weren’t as deep as its competitors, IDEO zagged and took a different approach to messaging: Eye-catching billboards featured headlines lifted directly from Section 8 fan chants, edgy posters showed soccer players as superheroes, and anything-but-traditional scarves and t-shirts sported bold wording and graphics of players’ faces.

No items found.
Twee iceland helvetica, yes plz kale chips etsy chillwave craft beer trust fund fixie thundercats pop-up brooklyn. Dreamcatcher cloud bread squid fingerstache bicycle rights, chicharrones cred. YOLO stumptown heirloom intelligentsia hot chicken before they sold out kinfolk twee artisan hammock copper mug retro.
Twee iceland helvetica, yes plz kale chips etsy chillwave craft beer trust fund fixie thundercats pop-up brooklyn. Dreamcatcher cloud bread squid fingerstache bicycle rights, chicharrones cred.
Previous
Next
No items found.
Twee iceland helvetica, yes plz kale chips etsy chillwave craft beer trust fund fixie thundercats pop-up brooklyn. Dreamcatcher cloud bread squid fingerstache bicycle rights, chicharrones cred. YOLO stumptown heirloom intelligentsia hot chicken before they sold out kinfolk twee artisan hammock copper mug retro.
Twee iceland helvetica, yes plz kale chips etsy chillwave craft beer trust fund fixie thundercats pop-up brooklyn. Dreamcatcher cloud bread squid fingerstache bicycle rights, chicharrones cred.
Previous
Next

Thank you

Explore More Work

Blue sports stadium seatsIKOU child's chair resting on a kitchen chair next to a dining table
IKOU

Giving Every Kid the Freedom to Roam

Design

Strategy

All
An illustration of a Black woman holding a cup of tea in front of her computerA group of diverse women at a table
Sage

Helping SMBs Go Net Zero

Design

Strategy

All
'I Voted' stickersMan voting using a touchscreen display
LOS ANGELES County

A Voting Experience Accessible to Everyone

Design

Strategy

All

LET’S TRANSFORM THE FUTURE LET’S INNOVATE THE FUTURE LET’S BUILD THE FUTURE LET’S DESIGN THE FUTURE

LET’S TRANSFORM THE FUTURE LET’S INNOVATE THE FUTURE LET’S BUILD THE FUTURE LET’S DESIGN THE FUTURE

LET’S TRANSFORM THE FUTURE LET’S INNOVATE THE FUTURE LET’S BUILD THE FUTURE LET’S DESIGN THE FUTURE

Whatever challenge your organization might face, you don’t have to solve it alone. Let’s talk about the future you’re here to make—and then let’s make it.

Contact IDEO