The inspo
After retiring from professional soccer in 2019 I swore to myself I would push the game forward from the outside in. 5 years later with my feet firmly rooted in the NYC soccer scene I was able to pull off a project backed by my Bowery FC family and made possible by the NYC soccer community.
To honor the 2023 Women’s World Cup and the womxn who have fought to make it possible, we looked to celebrate all the progress that has been made in such a short amount of time.
To do so, we highlighted the USWNT’s 4 World Cup Wins as infliction points for the growth of women at large.
This came to life through a multi-medium retrospective including a jersey, a short film, an exhibit, and a viewing party.
More below.
The short film; make space
The film is comprised of poem which focuses on the impact of the 4 World Cup wins. Wins embodied by the 4 stars above the crest, each marking cultural shifts. Now in 2023, growth in global womxn’s soccer is undeniable and we are seeing how these cultural shifts pay off at scale.
The poem is read by womxn from various corners of the NYC soccer community. They are of different ages and playing levels, but all have been significantly impacted by the work done at the highest level.
The jersey
The jersey is a modern take on a classic patriotic design. On the back we feature Lady Liberty, who stands as a symbol of freedom next to ’86 which is the year she was gifted to the US. The print mimics the NYC sky streamed with fireworks and the patch nods to the space these legendary womxn continue to create for generations to come.
each jersey was hand numbered /50 and sold in only NY stores.
The exhibit
game worn, game signed jerseys from each year the USWNT won the world cup. Through these jerseys we see the evolution of investment in womxn's sports. From men's fits in '91 & '99 to breathable womxn's cuts in '15 and '19.
The Team & the viewing party
In order to bring more viewership and understanding to the womxn's game, we hosted a viewing party at a hub of the NYC pick up soccer scene, the ground.
We turned the 7v7 turf pitch into an immersive women's soccer experience where we projected the semi final WC game onto the concrete, ball marked wall, created a pop up exhibit of the game worn jerseys, and leveraged the net to display the jerseys we made. At half time we took a moment to ground everyone in the foundation of this project and released our short film, Make space, to emphasize that.
Organic press
this project was picked up by Umbro USA, Only Ny, soccer girl probs, bowery fc, NYC WSOC, Women In Soccer, Street FC, Bowery premiere league, The ground, china town soccer club, soccer head, NYM WSL and more reaching thousands of viewers and female dominant audiences organically.
