Dominique Wells: The Visionary Behind the NWSL’s Most Fashion-Forward Club

Dominique "Domo" Wells is the creative mind driving the trendiest merchandise in the National Women’s Soccer League. As the first creative director for the Washington Spirit, this DMV native brings a unique blend of cultural insight and fashion sense to the world of professional women's soccer. Before this role, Wells spent a decade as a DJ, where she immersed herself in the local music scenes, especially the Go-Go culture rooted in Washington, D.C. She approaches marketing with the mindset of launching an album, focusing on deep cultural connections rather than surface-level campaigns.

In 2026, the Spirit earned the NWSL’s Club Retail MVP award, recognizing their outstanding sales and fan engagement. Remarkably, six of the league’s top eight best-selling jerseys belong to the Spirit, with forward Trinity Rodman’s jersey leading the pack. This success isn’t about having six star players—it’s about Wells’s ability to create kits that resonate far beyond just the players.

Understanding Local Culture Through Music and Fashion

Wells’s background extends beyond the soccer pitch. While working as a DJ and later producing playlists for a major streaming platform, she traveled across the country, capturing what makes each city’s vibe unique. These experiences gave her a sharp eye for spotting cultural gaps and a knack for crafting designs that speak to local communities authentically.

“I can look at an entity and understand where the cultural gaps are,” Wells shares. “Being part of those communities and working in the interest of them for such a long time—that’s what I know.”

In 2023, Wells launched her own creative firm, Dead Dirt, as a space to explore fashion freely. Sports found her, with the Washington Spirit reaching out first. Unlike typical one-off deals many sports teams pursue, Wells pushed for a partnership that allowed multiple capsule collections over time. Her vision? Build something lasting that connects deeply with fans.

The NWSL’s Growth and the Role of Authentic Branding

The NWSL has grown rapidly since its start in 2012, hitting record attendance in 2026 and planning expansion to 18 teams by 2028. Yet, many clubs still struggle to create lasting fan bases and recognizable player identities. Wells points out that these teams, often young and still finding their footing, need leadership connected to their local culture.

“All of these clubs are businesses first, and they’re not usually led by local people,” Wells notes. She believes genuine connections with regional markets are key to building loyal fan bases.

Her approach blends authenticity and patience, aiming to build brand loyalty through thoughtful design rather than quick fixes. When Wells released her first collection for the Spirit in 2024, it immediately stood out.

Matt Haas, the Spirit’s director of marketing, praises Wells’s work: “She’s helped us establish a look and merchandise brand that speaks to D.C. culture, not just for our hardcore fans but also for people who aren’t even into sports.”

Designs Rooted in Community and Style

Wells creates clothing that reflects the spirit of hometowns. Her pieces reference familiar local touchpoints and feel like they belong to the community, blending athletic origins with everyday style. This strategy attracts a broader audience, including those who might pick up merchandise simply because it looks good.

“I’m designing for people who might gravitate toward this because it’s cute or it looks good,” Wells explains. For the Spirit and the NWSL, her mix of sport and fashion offers a fresh way to draw in new fans.

Before the 2026 season, Wells was asked to design merchandise for all 16 NWSL teams. The Dead Dirt x NWSL collaboration includes unisex knit polos inspired by each city’s unique character. Wells describes these jerseys as “slightly more luxe,” created by someone who grew up in the area.

Sales have been strong—nearly half of the collection sold out by mid-June. But the Cherry Blossom-themed drop for Washington, featuring casual long sleeves, stylish tanks, and standout outerwear, remains available. Fans eager to own a piece of this cultural fusion should act quickly.