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Anatomy Of A Kit: Inside The Creation Of Nike's New 2025 NWSL Jerseys And How They Came To Be
With the 2022 NWSL Championship in Washington, D.C. Done and dusted after the Portland Thorns picked up another batch of winners' medals, fans' focus that winter quickly shifted to the excited and nervous wait for the next season. Any and all information – official or otherwise – about future players and new jerseys was welcome, with the countdown to the 2023 season already underway.
Nike and the NWSL's creative brains were not focused on 2023, though; there were 2025 looks to discuss.
NWSL jerseys ranked: Kansas City Current, Houston Dash look sharp; Gotham FC's unique crest doesn't work
Sandra Herrera
Such is the intricate process to create fresh designs for soccer teams, who debut at least one new jersey annually and aim to distinguish themselves not only from their competitors around the league but also stand out in a crowded sport – and the other sports that exist alongside them. The obsession from fans is matched by the people who are tasked with bringing these jerseys to life, who stay busy for the better part of two years to ensure each detail gets the team's story across.
A Nike spokesperson told CBS Sports that the design process begins two years before the date of delivery and includes research, development, testing and more.
That is only a snapshot of the meticulous and somewhat secretive journey that a jersey goes on before it enters the public domain, hoping to add itself to the lengthy – but difficult to crack – list of kits that stand the test of time.
Fleshing out the ideasThe process formally starts approximately two years before a kit is launched, though creative directors are dreaming up ideas long before that. Angel City, for example, plot out their storytelling in five-year blocks, with this season's jersey dropping in year four. Considering the ambitious plans for their 2025 secondary kits, Angel City needed to start the design process earlier than they had in the past and made first contact while holiday decorations were still up during the winter before the 2023 season.
"We actually started earlier than ever with the Nike process, which officially starts out when Nike and the NWSL send us requests for a briefing template that we fill out with them," Angel City creative director Amedea Tassinari told CBS Sports. "By the time we got that briefing template from Nike, we already knew what our five-year plan was and we knew that this jersey was going to be unapologetically L.A."
The briefing template includes considerations for "brand positioning, the players, the city, color, history and traditions," per the Nike spokesperson. One of the more intriguing questions Nike asks clubs is how expressive they want their kits to be on a scale from zero to 10, a decision that can sometimes include leadership like the chief marketing officer, in the Houston Dash's case. Angel City, meanwhile, had CEO Julie Uhrman involved as well as the community impact team to compile a list of 30 to 40 landmarks that was then whittled down to 19 different references to Los Angeles' diverse culture.
The clubs can also submit a wide range of materials including mood boards, which the Dash did for their cosmic storm kits, and a 20-page document further explaining the story of the kit, in Angel City's case.
"At Angel City, we're always a little extra so added on, like, 20 pages to that," Tassinari said. "We tacked on, what does it mean now to know Los Angeles authentically? … A lot of times, if you see commercials or [how] people who aren't from L.A. Think of our city, they'd think of the Walk of Fame, the Hollywood stars, they think of Santa Monica, they think of the downtown skyline, and that's the visuals you'll see, and so we said [for] a lot of us, it's deeper than that. It's more than that and it's more intimate than that, that people don't realize and a big part of that difference is that there's not one heart of our city. There's, like, hundreds of hearts."
Angel City's kit, aptly titled Los Angeles, is far from the only hyperlocal design that is part of this season's batch of new looks. The Dash's cosmic storm jersey includes a few nods to the city of Houston, some more obvious than others.
"Something we do really well with the Dash is represent the space city aspect of Houston, so we knew we wanted to go with the cosmic play," Bryan Salas, the creative director for the Dash and MLS' Dynamo, told CBS Sports. "We knew just playing on the little star on the Houston Dash crest, it's kind of like a nod to Houston and the space city and all the innovation that goes into our city but overall, just like as Houstonians, as people who adopt this city, it's for those people who are always looking to go beyond, always looking to do more bigger, better things."
NWSLChoosing purple for the design was also a very strategic choice from Salas and his team, one for the "if you know, you know" crowd.
"Houston had a very big movement in U.S. Hip-hop," Salas said. "I think it started with DJ Screw with the chopped and screwed movement and one of the callbacks to his albums, he always used the purple color so that kind of set the tone for, I would call it, the Houston subculture. When there's something cool and underground, those tones of purple get used. … We had this one artist here in Houston who developed that music genre and Beyonce, Travis [Scott], all these Houston natives have adopted it and it's very cool to them to still call back to that artist, but I think just the color purple has been adopted by the subculture here. We got the slabs – slabs are the big cars you see with the wheels kind of poking out, super colorful."
There's another round of question-and-answer before the process shifts almost completely to Nike's internal team.
"We brief, they give us a form to fill out," Tassinari said. "We fill out the form and add a bunch of pages, we brief them so it's like a pitch back where we send, here's what we filled out and here's what we mean. They can ask follow-up questions, their designer is there, their colorist is there, etc., and then they go off and create for a little while."
Bringing the designs to lifeThe pitch process allows Nike to gather as much information as they can before they begin to create kits that satisfy the club's and the brand's expectations. The main point of contact for the clubs is a designer assigned by Nike, while the entire design team leans on the club's brief as well as their own research. The hometown pride was something each party leaned into – for the 2025 NWSL jerseys, Nike also did their own fact-finding on the colors and geography of each team's home cities, while a wide range of specialists, and in the case of Angel City, the legal teams to make sure they had the all-clear on the local Los Angeles landmarks.
Nike's design process alone takes a year, both to discuss the fine details of the kit with the clubs as it comes together and to include the company's always-evolving innovations to ensure the jerseys accomplish their primary objective – being easy for players to compete in. That's where athlete input and the more technical side of the company's work come into play.
"Our kits feature Nike DRI-FIT ADV technology — Nike's latest advanced-performance material innovation engineered for the body in motion," the spokesperson said. "While creating the material for the new kits, our designers prioritized mobility, breathability and sustainability. They leveraged the latest advanced body-mapping technology, 4D data and state-of-the-art digital design tools to tune the material pixel by pixel, providing reinforcement, mobility, breathability and venting exactly where it's needed most. The new jerseys and shorts for women footballers move sweat away from the skin for quicker evaporation — helping athletes stay cool, dry, comfortable and focused."
The impactful subtleties of the performance-focused aspects of a jersey are reflected by the design process during the year that Nike spends putting a look together. The 2025 kits include little signals to each NWSL city, a particularly important element for the secondary jerseys that are inherently unique ways to represent a club.
"From the trim details on the neck and arm cuffs to the stitch color and graphic placement," per Nike's spokesperson. "With these away kits, we also made sure to include an 'outer pride' (an additional motto or logo selected by the team) to more personally reflect their community connections."
Angel City has used the opportunity to use a new label reading "Los Angeles" in one of the bottom corners of their jersey, while the Dash have a hand throwing up the pointer and pinky fingers to replicate the letter "H," commonly used by Houston residents. All the while, Nike is in touch with the clubs to hear their feedback – and offer some design ideas of their own.
NWSL"[Nike] pitched the idea of the toile and then we worked together to come out exactly with what that would look like," Tassinari said about the Angel City kit. "We decided we want it to – it naturally has this vintage feel, being a toile pattern – lean into that vintage feel with the color-blocking on the sleeves and necklines and other elements like that, and then also have some modern elements, have it look like it's tattoo-inspired in the design."
NWSLAt long last, Nike finally presents a few final designs before the clubs lock one in and once again take the lead on the last stage of the process.
The final touchesNike collaborates with the NWSL on marketing, but at this point, introducing the jerseys to the world is almost entirely the responsibility of the clubs. The creative teams handle another set of small but important details, from the club's official rollout on social media to how the kits will look on broadcast. They also go straight back to the beginning, connecting the original stories that inspired the brief and connecting it to the present day.
It can be hard to guess a team's status two years out, but both the Dash and Angel City found easy ways to connect their sides' current circumstances to the story they had envisioned.
"How we're positioning Dash this season is like a whole new team – new players, new president of soccer, new head coach, and that's kind of the idea behind the pattern of this jersey," Sala said. "It's called cosmic storm, so a cosmic storm is very much like that violent process that goes in the cosmos. It's like a lot of pressure that goes into forming a new start."
For Angel City, the process was a bit more emotional in the weeks after wildfires ravaged the Los Angeles area.
"This jersey was planned for two years," Tassinari said. "It was always our love letter to L.A. That was always its thing. I remember after the fires happened, a couple of weeks after, we're all getting back into our regular meeting schedules and things. We have a meeting about storytelling of the jersey, and we'd already written it before Christmas and before all that, and this was our time to revisit it and put it into action. We get onto this meeting before we enter the doc and we're like, 'Everything has changed. The world is different. Our lives as Angelenos is different and our city is in, deeply, a different place than it was,' and then we open the doc and imagine we're going to have to change everything, and we look at it, and we're like, 'The story's there. This is the story.'
Angel City will use the kit as a springboard of sorts for other initiatives after the wildfires including launching a program called "Seats of Strength," in which fans can donate tickets to people affected, as well as the first responders who blazed the fires. The kit can also be purchased with a "Rise Up L.A." iron-on patch, proceeds from which will benefit the LAFD Foundation and the Women's FIre Alliance.
And then, of course, the process starts right back up.
Gazing into the futureAs the 2025 NWSL kits soak up the spotlight, the process to create the 2027 jerseys is up and running. The lengthy timeline forces questions about how each club's branding will evolve over the next couple of years and how the jerseys will tell those stories. Creative teams will factor in a lot of things when making those calls, from the club's own history to current events.
Angel City, for example, will celebrate their fifth year next season, capping off a five-year storytelling period in which the club introduced itself to the NWSL, the city of Los Angeles and to any global onlookers. The next five years will be less introductory, and could lean into a very important period for the Southern California city – and the sport of soccer itself.
"Things that we're considering in that story is that the Olympics are coming to L.A. In 2028 – what does that mean for us and how do we show up on the global stage," Tassinari said. "There's Women's World Cup in there, there's the U.S. Hosting the World Cup in '26, including L.A. L.A. Has a lot of big years for soccer in those five years, and a lot of big years -- a lot of people are coming to L.A. For the Olympics, the World Cup, so L.A. Sports are going to be on a global stage, both in the context of soccer and sports at large, and those are huge contexts to consider. "
The Dash, meanwhile, plan to embrace a new era for women's sports after several successive years of undeniable growth.
"We've been established, we've been in Houston for 10 years so we kind of celebrated that and then just looking forward,as women's sports keep growing and growing," Salas said. "It's not women's sports, it's just sports at this point and it's Houston sports, so for us, that's kind of what we're thinking. … It's even, '26, it's the men's World Cup, '27, women's so just kind of thinking, in two years from now, what's the sport going to be and just trying to get ahead of those trends."
Nike Unveil 14 Refreshed Kits For 2025 NWSL Season
With the NWSL regular season set to start in just two weeks, Nike have unveiled refreshed jerseys in bold, new designs for 14 clubs. Blending performance innovation with club-driven storytelling, Nike are looking to bring fans closer to the game than ever before with these designs.
Anticipation is building for the 2025 regular National Women's Soccer League which kicks off on 14 March. For the past few years the NWSL and Nike have been working together to elevate the visual and cultural impact of the women's game around the world, the latest club-looks pile onto this commitment and add to the initiative. Each kit draws inspiration from the traditions of the brand, fused with the community and spirit of each club.
"This suite of jerseys, featuring bold designs, vibrant colors and accompanying lifestyle products like the anthem jacket, represent another key step in growing the NWSL's footprint within the global marketplace," said NWSL Vice President of Consumer Products Katie Eaton. "As we continue to elevate our product offerings, we're focused on blending sport and lifestyle in ways that authentically connect with players and fans alike."
Angel City
Bay FC
Houston Dash
Gotham FC
Chicago Stars FC
Orlando Pride
Utah Royals
Bay FC enter their second season in the NWSL, and Nike have provided them with the right threads to build on their success of their debut season. An all-navy base complemented with vivid orange accents on the collar, cuffs and badges – leaving a slick design for the rookie's. Can't go wrong with that central badge and logo can you.
We can't help but look at that Washington Spirit kit and thinking of Brazilian flair. A vibrant yellow structure with a touch of green on a Nike shirt is all too familiar. Hopefully Spirit can unlock their 'joga bonito' this season, Trinity Rodman bringing that R9 essence.
Once again, Nike's revolutionary technology makes up all the jerseys, using DRI-FIT ADV in order to provide unparalleled support, flexibility and breathability. Each club jersey will be available to buy in authentic or replica, alongside pre-match tops and other fan merchandise.
Look forward to the first taste of new kit action in the NWSL Challenge Cup on 7 March, when reigning champions Orlando Pride take on Washington Spirit.
Kansas City Current
North Carolina Courage
Portland Thorns
San Diego Wave
Washington Spirit
Seattle Reign
Racing Louisville
All 14 refreshed Nike Jerseys are available now at nwslshop.Com
NWSL Reveals New Jerseys For All 14 Teams Ahead Of 2025 Season
With only two weeks left until the start of the 2025 NWSL season on March 14, the league is showing off its new threads. On Thursday, the NWSL teams unveiled its new secondary jerseys, debuting the bold looks that players will wear on the field this coming season.
Designed by Nike, the kits show off a wide variety of colors, patterns and regional themes. Here's a look at the new jerseys for all 14 NWSL teams.
Players from all 14 NWSL teams show off the new jerseys for the 2025 season. (Courtesy of the NWSL)
Angel City FCAngel City's 2025 secondary jersey is probably the most location-based of the new kits. The off-white jersey is covered in Los Angeles landmarks, from the monuments (Santa Monica Pier, Griffith Observatory) to the lifestyle (palm trees, fruit stands). The club's signature pink is used in accents on the uniform to pull everything together.
Alyssa Thompson shows off Angel City FC's new kit. (Courtesy of the NWSL)
Bay FCWith the club in its second year, the team went with a relatively simple but still eye-catching design. The jersey features a striped, swooping pattern with a subtle texture to it. But, perhaps unexpectedly, the most striking thing is the centered logo, something that certainly marks a change from past NWSL kits.
Racheal Kundananji sports Bay FC's new kit. (Courtesy of the NWSL)
Chicago Stars FCThe newly named Chicago Stars FC is fresh off a rebrand of its own, and will be sporting a kit to match. The Stars will wear this marbled dark kit at away matchups, with red accents and the pop of its signature blue on the socks.
Gotham FCIn the years since rebranding as NJ/NY Gotham FC, the team has leaned into the minty blue associated with its past. This year's secondary jersey is no different, with the color paying homage to the team's old name, Sky Blue. The new kit also introduces a new black monochrome crest that stands out well on the blue.
Unlike other teams, Gotham doesn't have a name for this kit yet; instead, the team is letting the fans decide.
Houston DashLike many Houston teams before it, the Houston Dash have leaned into the area's space roots with the "Cosmic Storm" kit. With a magenta-tinged galaxy pattern, the Dash are leaning toward alternate colors, away from its typical orange and black, as the club seeks a fresh start in 2025.
Kansas City CurrentThe Kansas City Current are leaning aggressively into the teal in 2025 with its "Teal Town" kit. The all-teal kit features a map of Kansas City and the Missouri River overlayed over the jersey's front, with the crest marking the spot where the club's CPKC stadium sits on the map.
North Carolina CourageThe North Carolina Courage debuted a pink monochrome jersey for 2025, the "Believe" kit. Although it's a relatively simple kit, the dual-color pattern gives it a visually appealing texture. On the bottom right side of the jersey is a circle with "Esse Quam Videri," the state motto of North Carolina, which means "to be rather than to seem."
Orlando PrideFresh off the 2024 NWSL championship, the Orlando Pride is debuting a bright purple kit for next season. The Decennial kit, celebrating the club's 10th year, feature a fun textured pattern and light blue accents. The centered crest is iridescent and features a star over the top — spoils of the club's first-ever championship last season.
Barbra Banda wears the new Orlando Pride kit. (Courtesy of the NWSL)
Portland ThornsThe Portland Thorns went dark for its new jersey, part of the "Back in Black" kit. The away jersey features a blend of black and red accents, with the red invoking fiery embers, per the team.
Racing Louisville FCRacing Louisville returned to the earth for its new jersey, unveiling the Roots kit on Thursday. The green kit features a subtle texture and a lily design on the side panels. The club is also leaning into the theme by partnering with a local nonprofit to plant trees in the Louisville area.
San Diego Wave FCSan Diego had one of the best kits of last year with its "Del Sol" kit; now, the club is adding to its rotation with the ocean-inspired Altamar kit. The all-blue kit features a sunlit water design across the jersey and lighter blue accents, with dark blue shorts and socks to match.
Seattle Reign FCA year after rebranding back to Seattle Reign FC, the club has leaned into gold as a new accent color. This year's kit, the "Rise" kit, features a golden-tinted jersey with abstract rays, which the club says was inspired by the city's skyline and the rising sun in the Pacific Northwest.
Utah Royals FCIn its second year since returning to the league, the Utah Royals went for a bold kit that evokes the Great Salt Lake and the other natural elements of the Salt Lake City area. The jersey also reimagines the crest, reformatting it into the shape of the state of Utah. As part of the kit, the club has also donated $10,000 to the preservation of the Great Salt Lake.
Washington SpiritLast year, the Washington Spirit introduced yellow as an accent color, and is leaning into it even more this year. The Spirit's new "Shockwave" kit features a vivid yellow jersey with green accents, a bold and eye-catching look for this season's away matchups.
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