Dominique Wells: The Visionary Behind Washington Spirit's Trendsetting Style
Dominique “Domo” Wells drives the creative vision behind the most talked-about merchandise in the National Women's Soccer League (NWSL). As the first creative director for the Washington Spirit, this DMV native blends her decade-long experience as a DJ with a deep understanding of local culture to craft designs that resonate beyond just sports fans.
Rather than focusing on political history, Wells prefers discussing the roots of Go-Go music in D.C., reflecting her cultural-first approach. She approaches marketing like album launches and has become a key figure connecting professional women's soccer with authentic style and community identity.
Award-Winning Merchandise That Sells
In May 2026, the Spirit earned the NWSL Club Retail MVP award, recognizing outstanding sales and fan engagement. Impressively, six of the league’s top eight best-selling jerseys belong to Spirit players, led by forward Trinity Rodman’s jersey—showcasing how Wells’ designs go beyond player popularity.
From DJ Booths to Local Playlists to Soccer Gear
Before joining the Spirit, Wells worked at a major streaming platform creating localized playlists, traveling nationwide to tap into each city's vibe. This experience sharpened her ability to identify cultural gaps and connect authentically with communities.
“I can look at an entity and understand where the cultural gaps are,” Wells explains. “Being part of those communities and working in their interest for such a long time—that’s what I know.”
Dead Dirt: A Platform for Authentic Expression
Wells launched her creative firm, Dead Dirt, in 2023 to explore fashion on her terms. When the Washington Spirit approached her, she declined a one-time partnership, pushing instead for a role that let her release multiple capsule collections over time. This strategy built lasting brand loyalty while showcasing her versatility.
Growing the NWSL Through Culture
The NWSL, founded in 2012, has been rapidly expanding and attracting record crowds, aiming to reach 18 teams by 2028. Wells notes these clubs are still young and striving to create lasting fan bases and local heritage.
“All these teams are businesses first, often not led by local people,” Wells says. “Building a brand requires authentic connection to regional markets. It takes time and genuine engagement.”
Designs That Speak to Hometowns and Beyond
Her first collection for the Spirit arrived in 2024 and immediately set a new tone. Matt Haas, Spirit's marketing director, credits Wells with creating a merchandise line that reflects D.C. culture, appealing to both die-hard fans and casual followers.
Wells crafts clothing rooted in sport but wearable anywhere, with nods to hometown pride and stylish flair. She aims to attract those who might pick up merch simply because it looks good—not just because they follow the team closely.
Extending Her Reach Across the League
Before the 2026 season, Wells designed merchandise for all 16 NWSL teams through a Dead Dirt collaboration. The collection includes knit polos in unisex sizes, blending luxe elements with local influences, creating jerseys that feel like they were made by someone who grew up in each city.
Wells hopes her designs connect deeply with fans who appreciate subtle, culturally rich styles—a “if you know, you know” vibe rather than mass-market appeal.
- Collaboration Sales Status (mid-June 2026): Nearly half of the Dead Dirt x NWSL collab sold out
- Washington Cherry Blossom Drop: Features casual long sleeves, fashion-forward tank tops, and standout outerwear still available
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