ATLANTA, Ga. — The Golden Spike’s journey down The Gulch before every Atlanta United home game is a cherished tradition, but on Sunday, May 25, before the FC Cincinnati match, it carried an even deeper meaning. Adorned with a scarf from The Faction, one of Atlanta United’s supporters groups, and a green ribbon for Mental Health Awareness, the Spike was a poignant tribute, with one spike carrier’s spot intentionally left open.
This powerful display honored Martin Chadwick, a cofounder of The Faction, who tragically passed away in 2018. His fellow cofounders—James Maggard, Kevin Kinley, and Mark Knipfer—are fiercely committed to keeping his memory alive, year after year, through collaboration with Atlanta United and other supporters groups.
“It was joy,” said Kevin, reflecting on the moment. “It was a memory of Martin, his everlasting love of not just of us, but of life.”
Martin’s story, highlighted in Atlanta United’s “Behind The Stripes” series in 2022, continues to resonate. A 17s Spotlight video about The Faction’s dedication to honoring Martin even aired on the Halo Board before Sunday’s game.
May, as Mental Health Awareness Month, holds particular significance for The Faction. “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 shared. “Mental health awareness is probably first.”
Martin was pivotal in founding The Faction and designed its original logo. His passing sent shockwaves through the Atlanta United supporters’ scene. In the wake of this tragedy, James, Kevin, and Mark, along with others in The Faction, rallied together. They began learning more about mental health, breaking down stigmas, particularly for men, and committed to fostering an open, safe environment within their community. This led to creating Faction hats inscribed with Martin’s initials, which they still wear.
“It really did bring everybody together, and we got a purpose outside of supporting the club,” James noted. “It was in memory of somebody who helped us get it started.”
This shared purpose also sparked a history of philanthropy, with The Faction making multiple annual donations to mental health causes, including Joe’s Fund in 2025.
The tradition of honoring Martin at matches felt natural. The three cofounders drew parallels to a powerful 2023 video by English football club Norwich City, which depicted an empty seat to symbolize the invisible struggles of mental health. Both the Spike tradition and the video serve as poignant reminders to check in on loved ones, as those silently struggling may not always be obvious.
For the cofounders, the opportunity to share Martin’s story, potentially saving a life in the process, is a privilege. “The platform of sport gives us a great base to stand on and a megaphone to speak through,” Mark emphasized. “If this is what little we can do, then I’m happy with that.”
The Faction, one of Atlanta United’s six official supporters groups, exemplifies the vibrant fan culture of the club. Their efforts, including coordinating matchday events, tifos, and philanthropy, are supported by other groups, who carry The Faction’s scarf during the Spike ceremony as if it were their own, in honor of Martin.
Watching the Golden Spike descend the steps, emotions ran high for the cofounders: “Grief, but a wry smile,” Mark concluded. “We know that Martin would look at this and think, ‘Hold on, guys, this is good. This is right.’… 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 offered a poignant piece of advice for anyone grappling with loss: “[You’re] not alone, and others are there for you. Someone’s always there to give you a hug, and you should take it.”
Resources for Mental Health Support:
- The Lifeline: Provides 24-hour, confidential support for suicidal crisis or emotional distress. Call or text 988. (Para ayuda en español llame al 988.)
- The Crisis Text Hotline: Available 24/7. Text “HELLO” to 741741. (Para ayuda en español mande un mensaje de texto a 741741.)
To learn more about and get involved with The Faction, connect with them on Facebook, Twitter, and thefactionatl.com.
