UNITED WE REIGN
USWNT x REIGN FC Merch Collection
Originally concepted to commemorate the the first USWNT game back in Seattle since 2017 - this collection blew past historical to become a living, breathing rally cry for all Reign FC fans of club and country.
CMO: Ro VEGA, BD: GRACIAN GRABOWSKI, MERCH VP: April Zito, DESIGN DIRECTOR: MARIA FLAVela, ART DIRECTION & LEAD DESIGN: TERESA GRASSESCHI
Matchday apparel graphic for the USWNT x Japan friendly on Reign FC’s home turf. This work plays on street culture and advertising layout to make something that feels both classic and fresh. 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 three day turn around time for creative. To meet this moment I established the following tenant for the collection: each build needed to balance club to country through a mix and match toolkit: Requirement 2 of the 3 block differs SKU to SKU, 1 block stays the same.
Color: USWNT brand red, neutral white, Reign FC brand blue
Shape: USWNT 2026 merch and jersey stripe, Reign FC square and star formations
Nature: Japanese cherry blossoms, PNW Mount Rainier
This rule structure kept the work cohesive work while allowing for individual story and flare.
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 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!