When the Portland Fire announced they were bringing their dormant WNBA team back to the city in 2026, we were ready to light things up. The need? Raise awareness and reignite passion for the return of the Portland Fire.
The game plan? Develop inspiring, future-facing, social-first AV content strategically aimed at capturing the vibrant spirit and culture of the city while preparing both new and core fans for the future of the Fire.
We approached this unique opportunity by creating bespoke AV assets that addressed four key messaging needs: the launch of the team’s head coach and his innovative approach, the unveiling of the 2026 team schedule, the reveal of the new team jersey, and the recognition of the powerful people and moments that formed the foundation of the team’s reprisal—all before tip-off.
First, we developed a stylish, concise explainer video to introduce the Portland Fire’s new head coach, Alex Sarama, translating a complex team strategy into a compelling, fan-friendly narrative for sports journalists and fans alike. The video sparked early excitement and set the tone for the team’s upcoming return.
WHAT IS CLA?
Next, we married iconic Portland cultural touchstones with key season schedule information by reuniting Portlandia’s Fred Armisen and Carrie Brownstein in a fresh comedic sketch celebrating two major milestones: the Portland Fire’s schedule drop for their first season back in more than 20 years, and the 15th anniversary of the show’s pilot episode. Fans went wild, flooding social channels with positive comments and driving hundreds of thousands of views. Needless to say, it was a slam dunk.
SCHEDULE ANNOUNCEMENT
Once fans were riding the wave of nostalgia and excitement for the upcoming season, the Portland Fire followed up by revealing the design of their new home jersey. We spotlighted dozens of members of the Portland community, all clad in team jerseys representing their city’s new team for the big reveal. By centering the community members who make Portland what it is, we fostered a sense of ownership that sparked conversation and anticipation for the team’s upcoming season.
Our work culminated in a dynamic, high-energy homage to the foundational voices, players, and moments that built and sustained the Portland Fire’s passionate fan base in the first place. By highlighting inspiring sentiments from Portland Fire all-stars like Jackie Stiles and Sylvia Crawley, alongside former Head Coach and General Manager Linda Hargrove and former Portland Fire Vice President Sandi Bittler—paired with legacy footage of the original team and fans going all out—we showed that the Fire never truly left, but remained alive as a living force in the city, its culture, and the people who now carry it forward.
The Portland Fire are back—and we can’t wait for tip-off..
