FABRIC OF OUR FANDOM

Every fan has a story, and every city has its own way of showing up for the game.

Fabric of Our Fandom celebrated soccer culture by transforming real stadium seats into one-of-a-kind works of art. In collaboration with local artists, each seat was customized to capture the identity, energy, and fandom of its city and club, including Chicago Fire, Nashville SC, and Minnesota United FC.

I led the creative development of the project, working across the concept, visual direction, artist collaborations, and execution to bring each piece to life while maintaining a cohesive idea across markets. By turning something as familiar as a stadium seat into a canvas for local culture, Heineken created a meaningful connection between the brand, the clubs, the artists, and the fans who make soccer culture what it is.