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Where’s the Third Kit?

24 February 2:26 pm

Where’s the Third Kit?

With the recent announcement of Major League Soccer's Jersey Week, a lot has been raised regarding the club's plans for future kits as well as a potential third jersey. We at Always on the Inside caught up with the club's Chief Operating Officer Atul Khosla to shed some light on future jersey plans. 

Always on the Inside: MLS announced that as part of a league initiative a number of clubs would be participating in a Jersey Week celebration kicking off on Monday, Feb. 25. What does that mean for Fire supporters?

Atul Khosla: The league is moving to a yearly jersey launch cycle, where every club will roll out a new jersey each year.  It will rotate, primary/home one year, secondary/away the next year.  Therefore, each jersey is in market for a total of two years. This new approach allows a fresh product in market every year. Since the Fire launched both new kits last year, we are on an off cycle this year, similar to a number of other teams. As of next year, we will be back on cycle, and we will launch a new home kit.

PERUSE: Chicago Fire Jersey History

AOTI: Can you talk about the merchandise progress the club has made in the past few years and how you see it developing further?

AK: We want to see Chicago Fire jerseys everywhere in Chicagoland. We want people to represent our club by wearing our colors in the community, at games and around town.  It’s been a key for us to grow our merchandise and we’ve seen success over the past three years because of a number of factors.  

First was design. We have tried to refresh the product line, bring back some original Chicago touches, and at the same time push the envelope in being edgier with our brand. As part of these strides the club has built a Fan Shop at Toyota Park, grown its online presence and built a partnership with Fanatics, Inc.. It has also been key for us to integrate merch and our products throughout our marketing efforts, on television and at the stadium. These actions have resulted in solid growth and we now have to continue to build on it.

AOTI: It’s a question that is raised from time to time from some Fire supporters, what’s going on with the Chicago Fire flag third kit?

AK: We hear and understand the request from some of our supporter base for a third Fire kit, especially one that from a design standpoint has strong ties to the city of Chicago. This is precisely why over the past few years we have added key Chicago elements to our uniforms. Starting in 2010 the club worked closely with adidas to have the four, six-sided stars of the Chicago flag adorn the bottom left of the white secondary/away tops.

The current secondary/away kit includes a number of elements from the Chicago flag including horizontal lines that are created by using the stripes and four stars from the civic flag representing Fort Dearborn, the Great Chicago Fire of 1871, World’s Columbian Exposition of 1893 and the Century of Progress Exposition of 1933. These details  were created to pay homage to the city and the club’s origins. I believe it’s the first time outside of a third kit that our jerseys have ever had the municipal flag woven into the design.There is tremendous and deep civic pride, and the Club will continue to build on the traditions of soccer, our supporters, our club and Chicago.  

AOTI: With that said, are you saying that Fire doesn't need a third kit?

AK: No. What I am saying is that the primary reason for creating a third kit would be to engage our fans in a unique way.  Also, we need to take into account the practical considerations of the true demand for this product so we can meet the minimum requirements from adidas before we place the order.  Since we just released new kits last year, we wanted to focus on our new designs and pace things appropriately to avoid flooding the market. 

The most successful way to create a third kit, is for us to collaborate with our supporters, get everyone energized, and create the demand.  In order to initiate this movement, in the coming weeks we will be launching a social campaign asking supporters to help us design a potential third kit, vote for their favorites, and then rally each other to make a commitment by putting a deposit down.  

Stay tuned to Chicago-Fire.com and our social channels.  We need everyone's support to make this happen and are excited to collaborate with you and create something we can all be proud of.