From the stages of ComplexCon to the stadiums of women’s professional soccer, DMV native Domo Wells is taking sports design to new heights. Her creative studio, Dead Dirt, just announced a major multi-year licensing deal with the National Women’s Soccer League (NWSL), where they’ll design across all 16 football clubs, including the two new expansion teams debuting in 2026.
“This weekend marked a major milestone: Dead Dirt LLC announced our multi-year licensing deal w/ the National Women’s Soccer League (NWSL); designing across all 16 football clubs, including the two new expansion teams coming in 2026,” Wells shared on LinkedIn. “Our debut national capsule previewed on one of culture’s biggest stages at ComplexCon in Las Vegas.”
For Wells, the moment was more than a professional win; it was cultural validation.
“What made the weekend special was the response,” she said. “In such an intersectional space like ComplexCon; we made so many new fans and excited existing ones – which was the whole point.”
The booth attracted a star-studded crowd that included NWSL players Madison Hammond, Mia Fishel, Croix Bethune, Midge Purce, and Diego Luna, along with celebrities like Baron Davis, Kenyon Dixon, Jozzy, and Silk the Shocker.
“Grateful for the league’s continued support and fearlessness in taking a chance to enter a space it had not been,” Wells added. “Thank you to our partners, Soccer Post, Amavas Bazzar, and everyone who poured into every detail.”
Founded by Wells, Dead Dirt is a Los Angeles-based sports apparel and design company known for its elevated storytelling and fashion-forward approach to sportswear. The brand merges Wells’ background in music, fashion, and culture, a blend she honed as Spotify’s former Editorial Lead for Black Music and Culture, to create capsule collections that live far beyond the game.
A proud DMV native, Wells has consistently brought her community into her creative journey. She first made headlines last year when she became the Washington Spirit’s inaugural Creative Director and Designer, a historic role that made her the first Black woman to hold the position for the NWSL team.
“This is the team in my hometown,” she told Because Of Them We Can. “Even though I’m not there anymore, I’m still very connected to DMV culture. It really influences everything that I am.”
That cultural grounding shows up in every detail of her work, from the Spirit’s Cherry Blossom capsule, inspired by Washington, D.C.’s iconic trees, to her new national partnership with the league itself. Each project centers on intention, community, and design excellence.
“I want to be clear that there is an element of our work that is for my community, and that’s the brand,” Wells previously explained. “Community and culture always matter because, at the end of the day, those are the things that don’t go away. It persists no matter what.”
And as if that wasn’t enough, fresh off the excitement of ComplexCon, Wells added another major role to her growing portfolio, announced as Creative Director for tennis phenom Taylor Townsend.
“So excited to welcome @domowells as my Creative Director! Every match is an opportunity to make a statement, and together, each look will be a reflection of my approach to this game — with confidence and power,” Townsend captioned a social media post.
The collaboration marks a new chapter for both women, bridging the worlds of fashion and athletics through storytelling and style.
In just one week, Dead Dirt proved that women’s sports, culture, and design don’t just intersect; they belong together. And for Wells, this new chapter marks only the beginning.
“See y’all at championships!” she said.
Cover photo: Domo Wells’ Dead Dirt Secures Multi-Year Design Deal with the National Women’s Soccer League/Photo credit: Domo Wells/DeadDirt/NWSL/@yasmeanuh/Instagram