Dominique Wells: The Creative Mind Behind Washington Spirit's Trendsetting Style

Dominique “Domo” Wells stands out as the creative director behind some of the most sought-after merchandise in the National Women's Soccer League. Hailing from the DMV area, she spent years spinning tracks as a DJ before stepping into the sports world. Her deep understanding of local music scenes and culture helped her translate that vibe into clothing designs for the Washington Spirit.

In May, the Spirit earned the title of NWSL’s Club Retail MVP, an award recognizing outstanding fan engagement and sales. Impressively, six of the league’s top eight best-selling jerseys come from the Spirit, with forward Trinity Rodman’s jersey leading the pack. This success is notable given the team doesn’t have six players ranked among the league’s top sellers, which speaks volumes about the appeal of Wells’s designs.

Before joining the Spirit, Wells worked at a major streaming platform curating playlists tailored to different local markets. Her travels across the country helped her grasp the unique cultural flavors of various cities. She says this experience sharpened her ability to spot cultural gaps and authentically connect with communities.

From Music to Merchandise

Wells launched her creative agency Dead Dirt in 2023 to explore fashion and self-expression. Sports found her rather than the other way around, with the Spirit reaching out first. Instead of settling for a one-time partnership, she pushed for a longer-term collaboration to release multiple collections, allowing her creativity to shine and build stronger brand loyalty.

The NWSL has seen rapid growth since its 2012 inception, breaking attendance records in 2026 and aiming to expand to 18 teams by 2028. Wells compares these clubs to teenagers—young but determined to establish themselves. Many teams are still working to cultivate loyal fanbases and recognizable stars. She points out that most clubs are businesses led by outsiders, so tapping into local culture is key to genuine connection.

“I can look at an entity and understand where the cultural gaps are. Being part of those communities and working in the interest of them for such a long time—that’s what I know,” Wells said.

A Style That Speaks to the Community

Wells’s first collection with the Spirit debuted in 2024. Matt Haas, the Spirit’s marketing director, notes, "[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."

Her designs tap into hometown energy with references that resonate beyond the field. The clothes originate from sport but suit everyday wear, appealing to fans who want more than just team gear—they want style. Wells believes this approach helps attract new supporters by blending fashion with sport.

Recently, the NWSL engaged Wells to design merchandise for all 16 teams. The Dead Dirt x NWSL collaboration includes knit polos in unisex fits that nod to each city’s unique character. Wells calls the jerseys “slightly more luxe,” crafted with a hometown touch. She aims for a subtle appeal, something that feels special to those in the know rather than mainstream commercialism.

By mid-June, nearly half of the items from this collab had sold out. Meanwhile, the Spirit’s Cherry Blossom collection—featuring casual long sleeves, stylish tanks, and standout outerwear—remains available. Fans are encouraged to grab their favorites while supplies last.