UNITED WE REIGN
USWNT x REIGN FC Merch Collection
Apparel collection created for NWSL founding club, Seattle Reign FC, in partnership with USWNT to commemorate the first USWNT game back in Seattle since 2017. This collection blew past its function as historical marker and became a living, breathing rally cry for all Reign FC fans of club and country.
Toolkit features: 2 hero graphics, 2 spot graphics, 1 textile pattern and 1 typography slogan & treatment.
CMO: Ro VEGA, BD: GRACIAN GRABOWSKI, MERCH VP: April Zito, DESIGN DIRECTOR: MARIA FLAVela, ART DIRECTION & LEAD DESIGN: TERESA GRASSESCHI
Match day apparel hero graphic for the USWNT x Japan friendly on Reign FC’s home turf. This work marries street culture and advertising layout to create overlapping tension that reads both classic and new. The Japanese sport chant ‘We Are One’ sits prominently on the back speaking directly to the community created through soccer.
PROCESS & APPROACH:
This collection had a quick turn around time for creative. Our goal was two fold: (1) create work that honored the country match-up and (2) create work that highlighted the connection between the USA national team and the club.
To meet this moment I envisioned the build as a set of emotional nesting dolls: the fandom of club, nesting in fandom of country, nesting in fandom of world match-up. In action: each piece highlights 2 visual markers of those 3 pillars which interact to establish a blended fandom identity.
The blended USWNT/Reign FC pattern was reused on Reign FC World Cup Night for the gate giveaway establishing the club’s World Cup flavor right before the break for the 2026 USMNT World Cup in Seattle.
RESULTS:
This collection broke all time sales records: both graphic t-shirts sold out at the event, the ‘United We Reign’ scarf sold out both its pre-sale quota, and all available quantity at the match- leading it to a pick-up as a Reign FC merchandise regular, becoming the bar for USWNT/Reign FC fans as momentum builds towards the Women’s World Cup run in 2027. For Club and Country!