The Creative Mind That’s Redesigning Women’s Sports as We Know It

What happens when a DJ-turned-designer decides women’s sports deserves better than “pink it and shrink it” merch?

Domo Wells, founder and creative director of Dead Dirt and the creative force behind the Washington Spirit’s visual identity, joins Julie Foudy and Abby Wambach to talk about betting on yourself, building a brand without permission, and why the NWSL (still basically a “teenager”) has a rare chance to create heritage from scratch. From tunnel fits and uniform hacks to designing across all 16 NWSL clubs, Domo breaks down how culture, city identity, and women’s buying power can completely reshape the business of sports fashion.

Plus: a truly chaotic “rate our tunnel fits” moment you’ll want to see on YouTube.

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Keep the Party Going:

-USWNT Roster: https://www.ussoccer.com/teams/uswnt/roster

-USWNT Television Schedule: https://www.ussoccer.com/schedule-tickets/uswnt

-Domo Wells: https://www.deaddirt.com/

-Lindsey Vonn: https://www.nytimes.com/athletic/6948010/2026/01/19/lindsey-vonn-olympics-skiing-knee-replacement/

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