NWSL Players Association, American Roots Announce Ethically Made Fan Gear CollabNWSL Players Association, American Roots Announce Ethically Made Fan Gear Collab

American Roots, known for its American-made, union-made apparel crafted from entirely American-sourced materials, has announced a multiyear licensing agreement with the National Women’s Soccer League Players Association (NWSLPA) for player-branded fan gear. OneTeam Partners, the sponsorship and licensing partner of the NWSLPA and REP Worldwide, is facilitating the licensing and player marketing components of the partnership.

Launching on Labor Day 2024, the collaboration marks the first sports license agreement in American Roots’ history. The fan gear will showcase names, images and likenesses of 14 top NWSL players: Alex Morgan, Rose Lavelle, Sophia Smith, Lynn Williams, Trinity Rodman, Crystal Dunn, Lo’eau LaBonta, Debinha, Kerolin Nicoli, Sydney Leroux, Dani Weatherholt, Denise O'Sullivan, AD Franch and Alyssa Naeher.

Apparel will be sold through the American Roots website, select team shops and sports specialty stores. The line includes women’s and unisex short-sleeve retro tees, long-sleeve tees, pullover hoodies, signature zip-ups, college crewnecks and limited-edition items. Embroidered hoodies will feature a custom NWSLPA woven tag on the sleeve as a highlight. American Roots’ ability to print on demand and manufacture short runs domestically ensures quick responses to market demand.

“I’m beyond excited to be the ambassador for American Roots’ amazing line of ethically made NWSLPA fan gear,” says Lo’eau LaBonta, midfielder, KC Current. “This partnership not only celebrates the incredible athletes of the NWSL but also shines a light on the hardworking union labor behind every piece. I’m truly inspired by how American Roots sources their materials and does things differently, ensuring everything is ethically made. I can’t wait to wear this gear and see our fans rocking it too. Together, we make a statement about unity and the impact of players who are proud members of the NWSLPA, helping us better connect with our fans in a meaningful way.”

“This partnership is deeply personal for everyone at American Roots and reflects our shared values of quality and empowerment,” says Whitney Waxman, co-founder, president, chief operating officer, American Roots. “Aligning with women athletes who represent the best in sports and tirelessly fight to do the right thing in their profession is inspiring. I recently attended a KC Current game and was blown away by the love and respect the fans have for these players. I can already imagine how this officially licensed fan gear will feed that passion across the country and connect fans with their favorite players while ensuring the players benefit directly. Manufacturing everything in the USA and supporting local economies makes it even more special.”

“Meeting the folks behind American Roots was motivating,” says Meghann Burke, executive director, NWSLPA. “During my visit to their factory, I was extremely impressed by their dedication to keeping quality standards high and supporting workers across the country. Their passion for empowering women and the importance of American-made products is incredible. This partnership aligns with our mission and enhances both women’s soccer and the labor movement, giving our players the investment they deserve. We’re excited to see this collaboration flourish, offering fans the chance to support players, with players receiving a share of the revenue.”