The Golden Spike made its way down the steps of The Gulch, as it had for every single Atlanta United home game in the club’s history. This time, though, it looked a little different.
The Spike wore a scarf from The Faction, one of Atlanta United’s supporters groups. A green ribbon commemorating Mental Health Awareness sat on top. One spike carrier was missing.
Everything was intentional, a continuation of tradition to honor a great man who touched the lives of everyone around him.
Faction cofounder Martin Chadwick passed away in 2018. The other cofounders — James Maggard, Kevin Kinley and Mark Knipfer — are committed to honoring his memory. In collaboration with Atlanta United and the many other supporters groups who are a part of the Golden Spike process, they’re able to do so year in, year out.
“It was joy,” Kevin said. “It was a memory of Martin, his everlasting love of not just of us, but of life.”
Atlanta United’s Behind The Stripes series told Martin’s story back in 2022, and the traditions live on today. Before the 5-Stripes took on FC Cincinnati on Sunday Night Soccer May 25, a 17s Spotlight video about The Faction and the ways they honor Martin aired on the Halo Board.
May is Mental Health Awareness Month. It’s a month, according to James, Kevin and Mark, is one of the most important for The Faction every year.
“I would say that Mental Health Awareness Month is probably one of the closest to home, to keep the tradition alive, having Martin be with us for the Spike,” James said. “The way that we go about celebrating both Atlanta United and our groups that we support is close to home, and mental health awareness is probably first.”
Martin was instrumental in the creation of The Faction and designed the original logo. He and Kevin were neighbors, and James and Mark met him through Kevin.
“He was a big part of getting it started,” James said. “He loved and supported everything that we were talking about and doing and was along with us during this time. My fondest memory is all of us sitting down at a restaurant bar, having drinks and deciding to get our logo done.”
Martin’s passing just after Atlanta United’s first away game of the 2018 season sent shockwaves throughout The Faction and the Atlanta United supporters scene. Everyone processed their grief differently.
“It made me reflect on how special friends are, how to cherish those friendships,” Kevin said. “When it happened, it just kind of caught me by surprise. I never had a close friend like that pass away, and it was very difficult. But I think having James and Mark and The Faction family around me helped cope and helped move forward and support the cause of mental health awareness.”
In the wake of tragedy, James, Kevin, Mark and others could only do what they knew to: come together.
It started on a personal level. The three started to learn more about mental health, the stigma around it, how men in particular find mental health a taboo. They made a commitment to being more open with each other and everyone else in The Faction.
That’s when it became a community initiative. The three and other leaders at The Faction wanted to make their events safe spaces where everyone would feel comfortable to share how they’re feeling. They made Factions hats, inscribed with the initials MC, that they still wear.
The three said Martin’s passing served as motivation to unite their community. Some days, hosting events was harder than others — those days when they were tired from balancing a week of work, caring for their families and the hardships of life. They knew that pushing through and just being out there to talk to people, to check in, can make all the difference.
“It really did bring everybody together, and we got a purpose outside of supporting the club,” James said. “It was in memory of somebody who helped us get it started.”
It also jumpstarted a history of philanthropy, as The Faction makes donations to mental health causes multiple times a year. In 2025, the group has donated to Joe’s Fund.
“I think it really galvanized purpose in The Faction,” Mark said. “Now, there was a real-world predication for The Faction not only existing for us, but existing for others and everybody in our Faction family.”
According to all three of them, the idea of honoring Martin with traditions before the match came naturally, and they all agreed they felt it was right.
They mentioned the parallels of what they’ve done in leaving a Spike carrier spot open and a famous video that English football club Norwich City made to support Mental Health Awareness in 2023. The video shows a series of clips of two Norwich City fans sitting down next to each other to watch matches together. One of them is more talkative and asks the other, quieter fan how they’re doing a couple of times during the matches. At the end of the video, the quieter fan sits down next to the empty seat of the talkative fan, resting a scarf on it and taking his hat off.
The power of absence, in both cases, is a reminder that it may not be the person you think that is struggling with their mental health. The Spike tradition and the video encourage people to be honest communicators and check in with their friends and loved ones often.
For the three cofounders, the opportunity to tell their friend’s story, one that could potentially serve as a lifesaving to someone out in the crowd, is a privilege.
“The platform of sport gives us a great base to stand on and a megaphone to speak through,” Mark said. “… We all want to do something good in this world, and not all of us are blessed with the opportunity to do that. [If] this is what little we can do, then I'm happy with that.”
The Faction is one of six official Atlanta United supporters groups, all of which are pillars of Atlanta United’s vibrant fan culture. They come together in committees that organize matchday tailgates and events, tifos, philanthropy, and more.
Carrying on the traditions each year wouldn’t be possible without the support of the other supporters groups. Spike carrier representatives from other groups hold the Faction scarf like it’s their own, knowing that they’re holding it for Martin.
“It means the world,” Kevin said. “We coalesced together just to be one, and that was unity for us, and that's something special for the club, too.”
As the three cofounders watched on as the Golden Spike made its way down The Gulch, all sorts of emotions flowed. James got goosebumps thinking about it, Kevin felt the power of joy in memoriam and Mark said he felt both anguish and hope.
“Grief, but a wry smile,” Mark said. “We know that Martin would look at this and think, ‘Hold on, guys, this is good. This is right.’ He would have done the same thing if it was one of us … It's an opportunity to platform the message. In the end, it's the grief that's felt first and then the hope that's felt after, the hope that this could bring something better for somebody else.”
Kevin reflected by offering advice for someone who has lost a loved one.
“[You’re] not alone, and others are there for you,” Kevin said. “Someone's always there to give you a hug, and you should take it.”
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If you or someone you know has a mental illness, is struggling emotionally or has concerns about their mental health, there are ways to get help. Use these resources to find help for you, a friend or a family member.
The Lifeline
The Lifeline provides 24-hour, confidential support to anyone in suicidal crisis or emotional distress. Support is also available in English via live chat.
Call or text 988 to connect with a trained crisis counselor. Para ayuda en español llame al 988.
The Crisis Text hotline
The Crisis Text hotline is available 24 hours a day, seven days a week throughout the U.S. The Crisis Text Line serves anyone, in any type of crisis, connecting them with a crisis counselor who can provide support and information.
Text “HELLO” to 741741. Para ayuda en español mande un mensaje de texto a 741741.
The Faction
To learn more about and get involved with The Faction, connect with them on Facebook, Twitter, and thefactionatl.com.
