U.S. Soccer opens interactive store in Chicago’s West Loop

The U.S. Soccer Federation is looking to capitalize on the excitement surrounding the national soccer teams with a summer full of competition on the horizon.

The federation has opened the U.S. Soccer Fan Studio through July 15 at 1021 W. Lake St. in Chicago’s West Loop. The store will be a “one-stop-shop for fans to gear up and support the U.S. Women’s National Team and U.S. Men’s National Team during the summer’s 2019 FIFA Women’s World Cup and 2019 Concacaf Gold Cup.”

”When we looked at our strategy for 2019 and making sure we connect with fans in the right way, we thought to do a physical space here in Chicago — since we’re headquartered here in Chicago — would be a great way to announce our presence,” said Michael Gressle, Director of Marketing at the U.S. Soccer Federation.

The studio will include a retail space for U.S. Soccer gear, as well as activities including holograms, a photo booth, and opportunities to take pictures with the 1991, 1999 and 2015 Women’s World Cup trophies. There’s also a projector in the back of the store that will play U.S. Soccer games live.

Khobi Price

The holograms, which feature 3-D imagery and content with all the players, aren’t running yet but Gressle said they’ll be available Friday. There’s also a foosball table in the store that — thanks to a 3-D face scan — features nearly every player on the women’s national team, one of only 15 of its existence.

The store is hoping to connect with youth soccer players and fans with interactive activities. Gressle said U.S. Soccer want to provide them with tools that are going to help get them familiar with the U.S. Soccer brand and experience it in the way they’d like to.

”Our main goal was just connecting with fans,” Gressle said. “Whether that’s with some of the interactive things you see around here — the ability to take your picture with one of the Women’s World Cup trophies, some very Instagram-able type moments with the massive ball wall we have, the photo booth and really create that connection between fans and U.S. Soccer.”

In addition to the pop-up shop, U.S. Soccer will host a viewing for the U.S. Women’s National Team’s Women’s World Cup Group F match against Chile on Sunday at Gallagher Way, which is located adjacent to Wrigley Field.

”We’re trying to create some energy here and some fun times for soccer fans — a way to connect,” Gressle said.