• by Fern Siegel , March 4, 2025

Chicago Fire FC, the city's soccer team, launched a major brand refresh. The "Fire Up" ad jump-starting the process to ignite fan enthusiasm. It debuted during the Super Bowl in the Chicago area.

Now, the campaign has released additional elements: ongoing digital spots, social medial, regional TV and out-of-home ads in at the stadium and throughout the city. Major League Soccer recently kicked off its 2025 season.

The team's AOR Someoddpilot handled all creative, in which the Fire is woven into the cultural identity of the city.

Dan Moriarty, CMO at Chicago Fire, said: “We’ve bought in a new director of football and head coach, Gregg Berhalter, to lead the team. There’s an excitement and energy within our fan base as we head into the 2025 season. That’s something we wanted to tap into in a real way. The team at Someoddpilot was instrumental in capturing the energy around the club and helping to turn it into a brand platform that can move us forwards.”

The campaign is part of a multi-year initiative to build awareness for Fire games.

“It’s such an exciting time for soccer in America, and The Fire has been on the front lines of the sport’s growth for a long time,” said Chris Eichenseer, CCO at Someoddpilot. “As fans, it was an amazing opportunity to help breathe new life into their brand, and we are so stoked to help get the city back into the stadium for the new season ahead.”

2025 is the club's 27th season in the MLS.

Someoddpilot's client work has included Patagonia, Chaco, Lollapalooza and Saucony.