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:ussoccer.com/teams/uswnt/roster

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

-Domo Wells:deaddirt.com

-Lindsey Vonn: nytimes.com/athletic/6948010/2026/01/19/lindse…

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Chapters:

00:00 — Begin

00:51 — Pregame banter: fashion, sweatpants, and TV life

02:29 — Styling without the price tag

06:03 — Kids, thrift culture, and rejecting materialism

07:28 — USWNT friendlies and soccer updates

13:52 — Lindsey Vonn comeback

17:09 — Abby’s 2007 World Cup story

22:24 — Domo Wells joins the show

26:05 — From music to design: finding the right path

33:18 — What women’s sports merch has been missing

43:00 — Designing for 16 cities and building culture

48:02 — The meaning behind Dead Dirt

50:37 — Tunnel fits, confidence, and personal style

54:30 — Angel City reveal and future plans

56:42 — Why artists matter in women’s sports

59:42 — Wrap-up and where to find us