Austin FC and Urban Heat Launch Merch Collab

From an artist initiative to a star-studded commercial, Austin FC has immersed itself in the land of Austin creativity over the past few years. The soccer club’s latest endeavor is a limited edition merch collaboration with local post-punk trio Urban Heat.

The Chronicle-covering, Austin Music Award-winning darkwavers, whose Eighties-inspired single “Have You Ever?” gained virality on TikTok in 2022, now have a T-shirt featuring a tiger in Austin FC’s signature green for sale at the Verde Store, located at Q2 Stadium.

“We’re all about making noise for Austin, and so is Austin FC,” Urban Heat lead singer Jonathan Horstmann said. “Getting to collaborate with them is a no-brainer – they represent the city with the same heart and fire we try to bring to everything we do. It’s an honor to be part of what they’re building.”

In 2021, the soccer club launched the ATXFC Artist Initiative with a mission to partner with Austin artists, amplifying their artwork through both their facilities and merchandise. Since then, they’ve commissioned artists and collaborated with art studios to create murals and posters.

More recently, Austin FC has ventured into Austin’s vibrant music scene. They’ve previously launched merchandise collabs with Austin-based acts Nané and Black Pumas, and last year, they helped revive fallen Seventies music venue Armadillo World Headquarters into a lifestyle brand called Armadillo Forever. The club printed the original venue’s logo and address onto the soccer team’s jerseys as a way to pay homage to their legacy. Also last year, Q2 Stadium’s Field Club held a guitar workshop with AISD and the Peterson Brothers.

In February, the club released a commercial with a Matthew McConaughey voiceover promoting their merchandise, which is available in the Verde Store. It features various Austin-based musicians, including big names like Gary Clark Jr. and Ray Benson, decked out in Austin FC’s signature green sports jerseys, fusing music with the thrill of watching a soccer game.

“The club has done an incredible job of building a civic community that represents the best of what Austin has to offer," Urban Heat keyboardist Kevin Naquin said. "It’s an honor to be a part of.”