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Chicago’s vibrant Latino culture has long been at the heart of the city’s sports scene, and this month the Chicago Fire FC is leaning into that connection with a bold collaboration with Mexican-American streetwear brand Gente Fina.
The limited-edition capsule collection—featuring co-branded t-shirts, knitted polos, and varsity jackets—debuted at a lively launch event at Fire Pitch on September 20. The evening brought together fans, designers, and community voices for a celebration that fused fútbol with Chicago street style. The highlight of the night came when rap legend Paul Wall made a surprise appearance, underscoring the cultural crossover that defines the collaboration.
For Gente Fina founder Emmanuel Cabrera, the partnership is about more than just fashion. Each piece in the collection pays homage to Chicago’s Mexican roots and the Latino community’s deep connection to the Fire. “It’s about celebrating who we are — our families, our neighborhoods, and our love for the game,” Cabrera said.
The collaboration isn’t just staying in the boutique world—fans will have another chance to experience it during the Chicago Fire’s Hispanic Heritage Night match on Saturday, September 27 at Soldier Field. With nearly one-third of Fire fans identifying as Hispanic, and Latinos making up more than two-thirds of match-day attendees, the night will spotlight one of the most diverse fan bases in the league. Limited pieces from the Gente Fina x Fire collection will be available for purchase at the match.
By blending music, fashion, and fútbol, the Chicago Fire and Gente Fina are reminding the city that the sport is more than 90 minutes on the pitch—it’s a reflection of the culture, creativity, and community that fuel it.
