Fire fans, and soccer fans in general, are very committed to the connection between a city or region and a given club. MLS fans have flocked to their cities' municipal logos, symbols, and traditions, and many see the league and the sport as a representatives of their hometowns. In all of American sports, this kind of connection and passion is becoming a rarity. Many of the trappings of "big-league" professional sports (mercenary free agents, national media coverage) have created a gap between a city's sports franchise and the city itself. Only college football seems to evoke the kind of local devotion, but few fans have the kind of connection to symbology seen in MLS.
This is where the Fire can reinforce its core values of Tradition Honor Passion by applying those same beliefs to its commitment to Chicago. The municipal flag, the "Y" (representing the Chicago River), and other historic mottos ("We Will" etc) have been embraced by committed supporters. The club should go above and beyond, encouraging this connection while making it a priority in all design and communication projects. The "flag" away jersey is an excellent start, and the fans love it (and the original "flag jersey"). Commit to Chicago's rich identity and tradition, seeing the club as a committed representative of Chicago and its people, and reinforce the strong connections already embraced by the fans.
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