USWNT Players Association raises the bar with new online store

Margaret Purce of United States celebrates with Megan Rapinoe after scoring against Haiti at the Concacaf W Championship. (Jaime Lopez/Jam Media/Getty Images)

The USWNT Players Association announced and launched an online store Thursday featuring merchandise for anyone who wants to support their favorite USWNT athletes.

The store sells jerseys and customizable T-shirts as well as bags, kids’ gear and player figurines. The online presence solves a longstanding problem with women’s sports, as merchandise has been difficult to find at times.

“This is just us continuing to invest in ourselves,” said Annie Reid, the USWNTPA’s director of strategic partnerships and business, to USA TODAY Sports. “We put this out there so people can have one-stop shopping as opposed to going to various outlets and having 40 different carts open. No one likes that.”

Ahead of the 2019 World Cup, Alex Morgan, Kelley O’Hara and Allie Long created and sold T-shirts, generating more than $1 million in sales in less than 30 days. Following their title win, Nike struggled to meet the demand for the team’s merchandise.

“You’re hearing more fans asking for this. You look in social, it happens all the time and has been really prevalent and acute the last few years,” Reid said. “During an event, the No. 1 question you’re seeing in social spaces is, ‘Where can we find the gear?’ Or, ‘How come we can’t find merchandise?'”

The point of the new store is to add to what already is available — and continue to showcase the viability and profitability of women’s sports.

The USWNTPA’s new store and merchandise can be found here.