Dead Dirt Signed NWSL Licensing Deal in Fall 2025
Design company Dead Dirt finalized a multi-year partnership to produce official apparel for league teams.
Updated on Sept. 30, 2026 in Soccer
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In fall 2025, the design firm Dead Dirt entered into a multi-year licensing agreement with the National Women's Soccer League. The partnership includes the production of knit jersey polos for over a dozen teams within the league.
Why it matters
Founder Domo Wells aims to bridge sports and fashion by incorporating design elements that reflect her cultural upbringing in the Washington, D.C. area. The deal represents a significant expansion of the brand's reach into professional sports merchandise.
The deal covers design and apparel manufacturing for over a dozen National Women's Soccer League teams. This partnership formalizes Dead Dirt's role in the league's professional merchandise ecosystem.
The players
Domo Wells
Domo Wells is the founder of the design company Dead Dirt and serves as the first creative director for the Washington Spirit.
Dead Dirt
Dead Dirt is a design and apparel company founded in 2023 that is currently based in Los Angeles.
National Women's Soccer League
The National Women's Soccer League is the premier professional women's soccer league in the United States.
The details
Founded by Domo Wells in 2023, Dead Dirt previously gained attention for an embroidered workwear collection released at the boutique Somewhere. The current apparel collection centers on knit jersey polos designed to blend professional sports aesthetics with street-ready fashion.
Timeline
Domo Wells curated a go-go series at the Kennedy Center in 2020.
Wells served as music and culture editor for Spotify Frequency in 2021.
The design company Dead Dirt was founded in 2023.
Dead Dirt released an embroidered collection at Somewhere in spring 2023.
Dead Dirt signed the NWSL licensing deal in fall 2025.
Season Trajectory
This agreement signals a shift toward lifestyle-branded apparel becoming a permanent fixture of NWSL operations. It marks a departure from standard league merchandise by prioritizing specialized design partnerships to influence the league's aesthetic identity.
Fans of the league can expect to see these new knit jersey polo designs integrated into the official team merchandise rotation. The deal provides access to expanded apparel options for supporters of the dozen participating NWSL teams.
The takeaway
The move underscores the growing trend of professional sports leagues seeking creative directors from outside the traditional sports marketing world to expand their brand appeal. Consumers looking for crossover fashion should watch for these boutique-style drops as they continue to permeate league merchandise stores.
Further reading
For more on the intersection of professional athletics and branding, visit Soccer.
Source note: This article includes information reported by The 51st.
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