Brand Transformation in action: Igniting a city around Chicago Fire FC

In a city with a deep sports legacy, Chicago Fire FC needed more than just a new season—they needed a movement. As Major League Soccer kicked off its 2025 season, the Fire weren’t just competing on the field—they were fighting for relevance in a city dominated by established teams, and in a league now defined by global superstars like Lionel Messi. To stand out, they needed a Brand Transformation™ that would galvanize fans, reestablish their cultural presence, and give Chicago something to rally around.

Enter Someoddpilot.

Working as Chicago Fire’s newly appointed Agency of Record, we set out to ignite passion, spark citywide pride, and make Fire games a can’t-miss event. The result? "Fire Up"—a bold, anthemic brand campaign designed to embed the team into Chicago’s cultural fabric.

Launched with a high-energy film during the Super Bowl in the Chicagoland market, the campaign breaks away from traditional sports marketing visuals, offering something unexpected and fresh while still channeling the intensity and pride of Chicago sports. The gritty, raw visual style and driving percussive score (composed by Someoddpilot’s own founder, Chris Eichenseer) amplify the emotion, energy, and urgency behind this new era of Fire FC.

Beyond the film, the Fire Up campaign extends across digital, social, and out-of-home, embedding the team into everyday city life—from billboards near Soldier Field to street-level activations that bring the Fire beyond the stadium. More than just a launch campaign, Fire Up is the start of a multi-year initiative designed to build long-term awareness, increase game attendance, and cement the club’s place in Chicago’s sports identity.

Brand Transformation isn’t just about looking the part—it’s about creating a rallying cry that fans believe in. “Fire Up” transforms Chicago Fire FC from a team to a movement.