With a new coach, a fresh campaign, and a new creative direction led by Someoddpilot, Chicago Fire FC is ready to reignite the city’s passion for soccer.
Chicago Fire FC is kicking off the 2025 MLS season with a major reset, both on and off the pitch. Alongside hiring former USMNT manager Gregg Berhalter and unveiling a state-of-the-art training facility, the club has launched a dynamic new brand campaign, Fire Up, in partnership with the newly appointed agency of record Someoddpilot.
More than just a marketing push, Fire Up is a rallying cry designed to unite Chicago’s soccer fans, fuel excitement for the season ahead, and embed the Fire into the city’s cultural fabric.
As MLS hype continues to revolve around global superstars like Lionel Messi at Inter Miami, Chicago Fire FC is carving out its own moment of reinvention. With Berhalter at the helm, major player signings, and the club’s long-term investment in infrastructure, Fire fans have plenty to be excited about.
Chicago Fire FC CMO Dan Moriarty describes the rebrand as a turning point: “2025 marks the beginning of a new era for Chicago Fire FC. We’ve brought in a new Director of Football and Head Coach, Gregg Berhalter, to lead the team, and there’s excitement and energy within our fanbase 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 forward.”
The Fire Up campaign is designed to tap into the spirit of Chicago and ignite a city-wide movement around the club. It launched in dramatic fashion with a cinematic, anthemic short film that aired during the Super Bowl in the Chicagoland area, breaking from conventional sports marketing visuals to deliver something unexpected and electric.
The campaign extends beyond digital, with striking out-of-home (OOH) activations placed around the city and near Soldier Field, the Fire’s home stadium. Someoddpilot, known for its bold and immersive storytelling, developed the campaign to integrate Chicago Fire FC more deeply into the city’s identity, ensuring the team becomes part of everyday conversations among fans and casual spectators alike.
Someoddpilot founder and CCO Chris Eichenseer emphasises the campaign’s emotional weight: “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.
“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.”
Beyond capturing the energy of Chicago’s soccer culture, Fire Up is part of a multi-year initiative to build awareness and boost game attendance. The campaign will continue throughout the season, running across social media, regional TV, and key out-of-home locations.
A unique touch comes from Eichenseer himself, who was a professional drummer before founding Someoddpilot. His talents came into play as he recorded the backing track for the campaign’s lead film, further reinforcing the campaign’s authenticity and deep Chicago roots.
With a renewed brand identity, a high-calibre coach, and a clear vision for the future, Chicago Fire FC is poised for a breakthrough season. Time will tell if the Fire Up campaign can translate into packed stands and a more engaged fanbase.
