Where the Chicago Red Stars rebrand missed the mark.

Chicago Red Stars ownership needed to move on from the legacy of Arnim Whisler and Rory Dames, but backlash to the rebrand begs the question, what went wrong?

The Chicago Red Stars were once a recognizable brand in an ever changing women’s soccer landscape as a founding member of both the WPS and its successor - the NWSL. Even so, as past ownership failed in both their marketing attempts locally, and in coming to grips with their culpability in the widespread NWSL abuse scandal. The brand took a major hit, es…