The NWSL is adding fan fashion to matchday this season, teaming up with Washington, DC-based design label Dead Dirt to launch an exclusive preseason collection of jerseys this week.
Dead Dirt dropped the colorful knit merch for all 16 NWSL franchises, with initial jersey inventories for multiple clubs — including incoming 2026 expansion teams Boston Legacy FC and Denver Summit FC — selling out within hours of the Thursday night release.
Showcasing a collared, V-necked, rugby shirt aesthetic, each kit includes nods to the club's color and crest throughout the design.
Named the Spirit's first-ever creative director in March 2024, Dead Dirt founder Domo Wells dropped multiple collections with the Washington club over the last two seasons — from 2024's "New Growth" collection to 2025's "Cherry Blossom" and "Fast Track" capsules — before the NWSL tapped Wells to expand her design footprint league-wide.
"You have to truly understand the team's culture and region. That's why my first full season with the Washington Spirit mattered," Wells told The Cut last month. "That's when the conversation shifted from one team to the entire league."
Additionally, this week's launch is the first of many future NWSL collaborations, with Wells detailing a "layered" plan for cohesive league-wide drops "with the option for teams to go deeper if they want more."
As for what NWSL fans can expect from upcoming Dead Dirt collections, Wells sees her role as "reframing merch as storytelling."
"My goal [is] always to design pieces that live outside the stadium," she explained. "If it doesn't live in [a fan's] closet after game day, it's not worth the spend."
How to buy NWSL x Dead Dirt knit jerseys
The entire NWSL x Dead Dirt jersey collection is available online now at the NWSL Shop and the Dead Dirt store.
Founding WNBA franchise Phoenix will have a new look entering the 2026 season, as the Mercury announced its first-ever rebrand on Monday to celebrate the team's upcoming 30th anniversary campaign.
"The new branding represents the Mercury's championship legacy, devoted fanbase, and the new era that began with a record-breaking season and memorable [2025] Finals run," said Phoenix CEO Josh Bartelstein in a statement.
In honor of the franchise's 1997 inaugural season, the new primary Phoenix logo positions the Mercury "M" at an angle of 19.97 degrees, while the team's redesigned global logo centers the primary emblem on top of four rings — mirroring the planetary rings on the Mercury's original design.
The team is also debuting a first-ever secondary logo, featuring the outline of the state of Arizona with the seams of a basketball, while also officially introducing the popular "Merc" nickname into the WNBA squad's branding lexicon.
In celebration of the rebrand, Phoenix is currently running a first-of-its-kind community giveback called the Merc Merch Swap, in which fans can trade old team merchandise — which will be donated to Goodwill — for a newly branded Mercury T-shirt.
How to purchase or swap for new Phoenix Mercury merch
To take part in the Merc Merch Swap, fans can bring any Phoenix, WNBA, or WNBA team item to the Mercury Team Shop at Mortgage Matchup Center to swap for a new logo T-shirt as well as a single-item 20% voucher through through Friday, December 5th.
Phoenix's rebranded items are also now available for purchase at the team's online shop.
Target is getting a WNBA makeover, with the retail giant announcing a new merch line of exclusive WNBA-licensed apparel in collaboration with fashion brand The Wild Collective this week.
With pieces "made for those who play by their own rules — on and off the court," the drop features both overall league-branded merch as well as designs highlighting six WNBA teams: the Minnesota Lynx, the Chicago Sky, the New York Liberty, the Indiana Fever, the Golden State Valkyries, and the reigning champion Las Vegas Aces.
The collection includes "statement jackets, reworked jerseys, and everyday streetwear-inspired pieces, all carrying The Wild Collective's signature mix of premium materials, tailored fits, and fashion-forward details," and all in women's or unisex cuts, according to this week's release.
Target is far from the latest retailer buying into the women's basketball game, as growing demand for the WNBA has numerous companies outside of the traditional sportswear realm linking up with the league and its stars.
In just the last two months, for instance, Danish toymaker LEGO snagged four-time WNBA MVP A'ja Wilson for the company's YouTube Shorts series, while Chicago Sky star Angel Reese teamed up with fashion brands Juicy Couture and Victoria's Secret.
How to purchase from the WNBA x Target collection
All pieces in The Wild Collective's WNBA merch line at Target are now available for purchase both online and in select stores.
The No. 22 kit of Indiana Fever superstar Caitlin Clark weighed in as last fall's second best-selling basketball jersey in the US according to sports outfitter Fanatics, with the 2024 WNBA Rookie of the Year trailing only NBA superstar Steph Curry on the top sales list.
Clark's merch dominance is nothing new, however. Her Indiana jersey sold out less than an hour after the Fever drafted her as the overall No. 1 pick in April 2024, making Clark the top seller of any draft night pick in the company's history.
Even more, Clark's merchandise led last season's record-shattering WNBA sales, with Fanatics reporting that 2024 sales of player-specific gear earned a jaw-dropping 1,000% year-over-year increase by last summer's All-Star break — in large part thanks to the 2024 WNBA rookie class.
Fellow 2024 WNBA debutants Chicago Sky standout Angel Reese and then-Las Vegas Aces guard Kate Martin — Clark's NCAA teammate at Iowa — trailed the Fever star with the league's second- and fourth-most merchandise sales, respectively.
This year, a new WNBA rookie could give Clark a run for her money, as the No. 5 Dallas Wings jersey for 2025's No. 1 draft pick, Paige Bueckers, is already doing numbers at retailers across the country.
Already a brand mogul in her own right, Bueckers topped the 2024 NIL list as college basketball’s biggest earner via endorsement deals and merchandise sales prior to going pro.