Megan Rapinoe & Domo Wells on Why Soccer Kits Are the New Streetwear | Kit Theory

Why It Matters

As kits become cultural commodities, teams and brands can grow revenue and fan engagement by treating apparel as fashion and identity, not just gear; this trend also widens soccer’s mainstream cultural influence and commercial appeal. Designing for inclusivity and personal expression will be key to attracting new audiences and building long-term league heritage.

Summary

Two-time World Cup champion Megan Rapinoe and designer Doma Wells discuss how soccer kits have evolved from pure uniforms into streetwear and cultural signifiers, driven by player expression, nostalgia and Black and youth fashion influences. They credit the NWSL and women's soccer for accelerating that shift, with kits now engineered to bridge team identity and individual style through varied cuts and bolder designs. Wells describes design as a balancing act—honoring a club’s heritage while creating room for personal expression—while Rapinoe highlights how players' off-field looks expand the game’s audience. Both argue this cultural crossover is reshaping how teams build community, market their brands and engage diverse fans.

Original Description

On this episode of Kit Theory, Bree visits Los Angeles to talk soccer kit culture with two-time World Cup Champion and Olympic medalist Megan Rapinoe and National Women's Soccer League designer Domo Wells. The trio discusses Rapinoe's all-time favorite kits, how to make a kit one's own, and how Wells' designs build bridges between soccer, fashion, music, and people from all sorts of backgrounds. They wrap things up discussing the top NWSL kits of the season.

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