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Dominique "Domo" Wells is the creative mind driving the most sought-after merchandise in the NWSL. The Washington Spirit's inaugural creative director is a DMV homegrown talent. She spent ten years as a DJ and would sooner discuss the roots of Go-Go music in D.C. than the city's political landmarks. She talks about marketing strategies the way others talk about album launches. But it's her culture-first approach that enabled her to shift from club playlists to pitch-side styling—transforming her into a cultural architect for professional women's soccer.
In May, the Spirit was awarded the NWSL's Club Retail MVP honor. (Yes, it's a real award, presented to recognize outstanding sales and fan engagement.) Washington holds six of the top eight best-selling jerseys in the league, with forward Trinity Rodman's shirt at the top. It's worth pointing out that the Spirit don't have six of the top eight players in the league—the kits are simply that compelling.
Wells has developed a certain expertise when it comes to local identity. Before being brought on by the Spirit, and throughout her DJ career, she also worked for one of the world's largest streaming platforms, curating playlists for regional markets. Touring the country and connecting with audiences through music gave her a deep appreciation for what makes each city's culture uniquely its own.
That experience sharpened a skill set that lets Wells tap into regional markets effortlessly. "I can look at an entity and understand where the cultural gaps are," she says. "Being part of those communities and working in their interest for so long—that's what I know."
Wells launched the creative firm Dead Dirt in 2023 as an outlet to channel her passion for fashion. "Sports came to me," she says. "The Washington Spirit came knocking at my door. But they were trying to do what a lot of sports teams do, which is kind of like these one-off partnerships. I knew that's not what they needed. That's not what I needed."
The NWSL has been on a steep upward trajectory since its founding in 2012. It posted record-breaking attendance figures during the 2026 opening weekend and has plans to grow to 18 teams by 2028. "[These teams] are like teenagers," Wells says. "They're what, 14, 15 years old? They've come a long way, but they've had to work really hard to maintain stability."
Many NWSL clubs are still working to cultivate fan bases and the kind of legacy that turns players into household names. "At the end of the day, all of these clubs, all of these teams, no matter what they are, what sport they are, they're a business first and they're not typically led by [local] people," says Wells. She believes that building a strong brand and attracting new fans requires engaging regional markets in a genuine way. It demands time and real connection.
She declined the Spirit's initial offer of a single Dead Dirt collaboration in favor of a role that would let her roll out multiple capsule collections over time. For Wells, it was an opportunity to showcase her versatility. For the Spirit, it became a blueprint for brand loyalty. Her debut collection for the club arrived in 2024.
"[Wells] has helped us establish a look and merchandise brand that speaks to D.C. culture, not only to our hardcore fan base but also to non-sports fans in the DMV," says Spirit director of marketing Matt Haas.
Wells is drawn to clothing that captures the pulse of a city. She designs with cultural reference points she believes people can genuinely see themselves in—pieces born in sport but wearable anywhere. "I think that's something that's been a light bulb for a lot of the teams," she says. "Because I know fans are going to see this and engage with it because they're paying attention. I'm really designing for people who might gravitate toward this because it's cute or it looks good." In this way, the Spirit—and the NWSL—view Wells's fusion of sports and fashion as a gateway for new fans.
Ahead of the season, the NWSL enlisted Wells to design merchandise for all 16 teams. The Dead Dirt x NWSL collaboration features knit polos in unisex sizing with a nod to each city as Wells interprets it—a jersey she describes as "slightly more luxe" that feels like it was crafted by someone who actually grew up in your neighborhood. Wells hopes her designs resonate, though not necessarily for commercial reasons. She's chasing broad appeal within niche circles—a "if you know, you know" kind of energy.
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As of mid-June, nearly half of the Wells x NWSL collaboration had sold out, though her Cherry Blossom drop for Washington—featuring relaxed long sleeves alongside more fashion-forward tank tops and standout outerwear—remains available.
Add to cart … while you still can.
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Kim has more than 15 years of editorial experience and brings a background in literary and narrative nonfiction to Sports Illustrated's print and digital platforms. For SIKids she writes, edits and develops fun and engaging stories for young readers. In addition to athlete profiles, she enjoys writing about women's sports and sports culture. An accomplished equestrian, Kim competes competitively in showjumping. She lives in Bend, Oregon.