The Creative Mind That’s Redesigning Women’s Sports as We Know It

What happens when a DJ-turned-designer decides women’s sports deserves better than “pink it and shrink it” merch? Domo Wells, founder and creative director of Dead Dirt and the creative force behind the Washington Spirit’s visual identity, joins Julie Foudy and Abby Wambach to talk about betting on yourself, building a brand without permission, and why the NWSL (still basically a “teenager”) has a rare chance to create heritage from scratch. From tunnel fits and uniform hacks to designing across all 16 NWSL clubs, Domo breaks down how culture, city identity, and women’s buying power can completely reshape the business of sports fashion. Plus: a truly chaotic “rate our tunnel fits” moment you’ll want to see on YouTube.   Follow @welcometothepartyshow on: YouTube — @welcometothepartyshow Instagram — @welcometothepartyshow TikTok — @welcometothepartyshow Email — [email protected]   Keep the Party Going: -USWNT Roster: https://www.ussoccer.com/teams/uswnt/roster -USWNT Television Schedule: https://www.ussoccer.com/schedule-tickets/uswnt -Domo Wells: https://www.deaddirt.com/ -Lindsey Vonn: https://www.nytimes.com/athletic/6948010/2026/01/19/lindsey-vonn-olympics-skiing-knee-replacement/   Thank you to our sponsors: -Ally’s got you covered. Ally Bank, Member FDIC -Visit https://www.wayfair.com/ to get your go to items for game day.  -Find a host or co-host at https://www.airbnb.com/host/homes -Head to https://www.quince.com/Welcometotheparty for free shipping and 365-day returns. -Get your business data all in one place using Intuit Quickbooks. Visit https://quickbooks.intuit.com/ to learn more. -Get 40% off your first order today at https://www.hungryroot.com/?promo=WTTP&b=2971&utm_source=welcome-to-the-party%21&utm_medium=influencer&utm_campaign=veritone-podcast  Chapters: 00:00 — Begin 00:51 — Pregame banter: fashion, sweatpants, and TV life 02:29 — Styling without the price tag 06:03 — Kids, thrift culture, and rejecting materialism 07:28 — USWNT friendlies and soccer updates 13:52 — Lindsey Vonn comeback 17:09 — Abby’s 2007 World Cup story 22:24 — Domo Wells joins the show 26:05 — From music to design: finding the right path 33:18 — What women’s sports merch has been missing 43:00 — Designing for 16 cities and building culture 48:02 — The meaning behind Dead Dirt 50:37 — Tunnel fits, confidence, and personal style 54:30 — Angel City reveal and future plans 56:42 — Why artists matter in women’s sports 59:42 — Wrap-up and where to find us