U.S. women’s soccer fans will have something new to look forward to as the World Cup approaches – a new kind of fan merchandise. For the first time ever, the U.S. Women’s National Team (USWNT) Players Association will offer fan merchandise that is designed by team members in collaboration with a professional artist.
Created by artist Jayson Atienza and four popular USWNT players, the collection is designed to connect players and fans on a more personal level to champion the values of the USWNT Players Association.
Fan Merchandise That Fights for a Cause
Traditional, sports-related fan merchandise has been around for decades. A traditional bestseller are team jerseys with the names of popular players proudly displayed on the back. But Annie Mitchell-Reid, director of strategic partnerships and business for the USWNT Players Association, wanted to challenge the status quo for this World Cup’s fan wear.
“Instead of simply using an athlete’s name or image to sell a product, we wanted to involve athletes, their story and artists in the creative process to result in something different than what’s been known as ‘fan merch.’ We wanted to create a genuine expression of the values and identity of our membership.”
Mitchell-Reid explains the idea of the artist-player, co-created collection was sparked in a conversation with Round21’s founder, Jasmine Maietta, about integrating the player perspective into fan merchandise in a way that’s truly representative of the team, player values and personal stories. Round21, known for its innovative pairing of artists and athletes, creates products that celebrate the individuality and self-expression of athletes.
After discussions with Mitchell-Reid, it was apparent Round21 could leverage their approach to create merchandise that championed the USWNT Players Association’s values.
“The USWNT players’ story extends beyond their sport with longstanding themes of equality, perseverance and social justice. As an industry, sports has historically been dominated by male athletes in terms of visibility, pay and partnerships,” explains Maietta.
The USWNT Players Association ultimately partnered with Round21 to create a collection to celebrate the World Cup. “Round 21’s approach really resonated with the USWNT Players Association’s values because the process of creating fan merchandise gives athletes a voice and an active role in creating the final product, making each piece a genuine reflection of who they are,” shares Mitchell-Reid.
The Co-Creation Begins
The collaboration with Round21 started with a series of in-depth conversations to understand the collective USWNT story, players’ stories and passions. The USWNT Players Association’s most visible commitment off the field has been the fight for equal pay and the empowerment of women in sports. As discussions evolved, it became apparent the design of the new fan merchandise would need to embody this theme.
Megan Rapinoe, Alex Morgan, Crystal Dunn and Kelley O’Hara were selected as the athletes who would be part of the new product-development process.
With both the cause and athletes in place, the next step was to start the matchmaking process to find the artist who would best resonate and align with the USWNT Players Association’s theme of equal pay and the empowerment of women in sports.
Maietta explains, “It was critical to identify an artist who not only understood the USWNT players’ values, but to find the perfect artist to visually tell the story. The USWNT Players Association and Round21 ultimately selected Atienza as the artist who would work with the players association and athletes to bring the products to life.”
“We handpicked Atienza, an independent artist, because of his potential to create a holistic narrative of the athlete,” notes Maietta. Atienza began drawing at age five, first collaborating with his father, who was deaf and mute. Visual language became the most important way he communicated from an early age. He now creates art for individual collectors, public institutions and corporations around the world.
Atienza was selected based on his distinct mosaic style that captures the narrative of unity and individuality that defines the USWNT players. “His artistry is a connection of diverse elements, where each shape — though different in size, form and color — coalesces into one cohesive whole. This style aligns directly with the story of the USWNT players during a World Cup year: a team of distinct individuals who, while each full of unique strengths and stories, comes together to form an unstoppable force on the pitch,” notes Maietta.
Creating Art Through Sport
With Atienza onboard, the next phase was for him to work with the players on the actual design.
“We wanted to create a design that would not only represent the USWNT collective as a whole, but would also highlight the diversity of the players. The team is ultimately made up of individual players, each with their diverse personalities, unique journeys and powerful stories, all coming together to form something extraordinary,” tells Atienza.
Round21, the USWNT Players Association and Atienza worked through three rounds of creative review to ensure the final products reflect the players’ identities, narratives and the issues they care about. The fan merchandise collection incorporates the signatures of Rapinoe, Morgan, Dunn and O’Hara into the artwork as the final touch, integrating their personal identity into the overall narrative.
“What we see on the pitch is strength, passion and unity. And off the pitch, I learned a lot about their unstoppable drive for equality,” relates Atienza. “A focus on identity and self-expression shifts the dynamic from athletes being seen solely as entertainers to being recognized as unique individuals with their own stories. This more authentic connection can significantly enhance the relationship between athletes and fans, fostering a more engaged and invested fanbase as they see their favorite athletes as humans and feel more connected to them.”
Atienza, new to using art for fan merchandise at the start of this process, found the collaboration rewarding: “The partnership has reinforced my belief in the power of art to tell stories, foster genuine connections and drive change. My art has become a way for fans to connect with their favorite players, as well as support causes important to them, as well.”
A Collaboration With a Cause
The USWNT-Round21 partnership is providing a triple-win for the USWNT Players Association, players and fans. Comments Mitchell-Reid, “The USWNT Players Association wins in the Round21 partnership, because it allows us to integrate our players’ narrative into products in a way that is truly representative of the team. But more than that, we’re creating new ways for our fans to engage with us on a deeper level — to be part of our journey and greater mission.”
And an added bonus, both the USWNT Players Association and the players themselves come out winners financially. Eight percent of proceeds from the merchandise sales go directly to the USWNT Players Association. That way, the association can continue its fight for equal pay.
Fortunately, the players also get compensated, helping to level-up the pay gap.
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