Dominique “Domo” Wells is the creative force behind the hottest merchandise in the NWSL. The first creative director for the Washington Spirit is a DMV native. She spent a decade as a DJ and would rather talk about the origins of Go-Go music in D.C. than the history of the Capitol. She discusses marketing strategies like they’re album rollouts. But it’s her culture-first mindset that allowed her to transition from playlists in clubs to styling for the pitch. In the process, she’s become a cultural curator for professional women’s soccer.
In May, the Spirit was named the NWSL’s Club Retail MVP. (Yes, it’s an actual award, given out to recognize exceptional sales and engagement with fans.) Washington has six of the top eight best-selling jerseys in the league, with forward Trinity Rodman’s shirt leading the way. It’s worth noting the Spirit doesn’t have six of the top eight players in the league; the kits are just that good.
