Brand Tone

Empowering & Inspiring, Passionate & Engaging, Modern & Innovative, Community-Focused, Resilient & Forward-Looking

Brand Values

• •Equity in Sports & Gender Equality
• •Player-Centricity
• •Inclusivity & Diversity
• •Integrity & Professionalism
• •Growth Mindset & Innovation
• •Community Impact & Inspiration
• •Excellence

Best Practices

• •Lead with Empowerment and Strength: Use active, strong verbs and highlight the skill, dedication, and impact of NWSL players. Frame products as a way for fans to connect with this strength.
• •Foster a Sense of Community and Belonging: Use inclusive language ("we," "us," "your team"). Encourage interaction and shared passion. Highlight how merchandise unites fans.
• •Maintain Authenticity and Passion: Let the genuine excitement for the sport shine through. Avoid overly corporate or generic language. Speak the language of the fans – energetic and knowledgeable.
• •Be Forward-Looking and Inspiring: Connect merchandise to the ongoing growth and bright future of the NWSL. Emphasize the legacy being built and how fans are a part of it.
• •Acknowledge the "Challenger" Spirit: Where appropriate, subtly reflect the league's dynamic, sometimes unpredictable, and always exciting nature. This can make the brand feel more relatable and in tune with the fan experience.

Social Perception

Positive Momentum & Growth, Passionate and Loyal Fanbase, Challenger and Exciting, Awareness of Past Issues, Valued for Inclusivity, NWSL SHOP Specific Perception: mixed due to customer service and fulfillment issues reported by some.

Copy Examples

• •Headline (Website Banner for New Jerseys): "WEAR THE ROAR. Own the Moment. Shop the new 2025 NWSL Kits now!"
• •Social Media Post (Instagram - Player Highlight): "UNSTOPPABLE. [Player Name] with the world-class finish! 🔥 Relive the magic and gear up like your heroes. Link in bio for official player jerseys! #NWSL #PowerOfThePack #[TeamHashtag]"
• •Email Subject Line (Promotion): "Game On! Exclusive NWSL Shop Deals to Fuel Your Fandom."
• •Product Description (Team Scarf): "Wrap yourself in the colors of pride and passion. This [Team Name] scarf isn't just an accessory; it's a statement. Crafted for the dedicated fan, it’s a symbol of your unwavering support through every goal, every save, every electric moment. Join the wave. #NWSLPride #[TeamHashtag]"
• •Website Copy (About Us snippet for NWSL SHOP): "More Than Merchandise. NWSL Shop is your official connection to the fearless athletes and groundbreaking league changing the face of soccer. Every purchase directly supports the growth of women's professional sports. Gear up and be part of the legacy."