For the first time in the National Women's Soccer League's 11-year history, every team kit for the new season will be brand new. The 2024 primary kits for the league's 14 teams are bespoke designs, meant to bring to life local culture and storytelling, with a new design process allowing for more customization options. There are finally stories to tell around these kits, as the league moves on from its early years of embarrassing monotony. Nike has eliminated white shorts from the kits and provided equal access to customization options for all teams. The new kits are part of the league's attempt to attract new fans through fashion and professionalism, and the new design process represents increased investment from Nike. The secondary kits feature a leaguewide theme, and going forward, each team will get a new kit each season to maintain commercial appeal. The availability of NWSL jerseys has been expanded to more retail locations, aiming to attract new or casual fans and sustain the league's growth.

By the Numbers
  • 14 primary kits and 14 secondary kits for the 2024 NWSL season
  • 18 to 24 months lead time for teams to finalize their kits for the next season
  • Nike's extension with NWSL reportedly through 2030, representing increased investment
  • Global licensed sports merchandise market valued at more than $33 billion
  • Dick's Sporting Goods will largely carry kits for the local in-market team at physical locations, expanding availability
Yes, But

The secondary kits still evoke memories of templates with their similar gradients, a necessary evil of resetting the entire process. Expansion teams like Bay FC and Utah Royals FC have disappointingly plain jerseys due to a late entry into the league.

State of Play
  • Teams are finalizing their 2026 kits, which may include third kits for the first time in league history
  • The new kit refreshment is a sign of increased investment in the league from Nike
  • New two-year kit cycles established to maintain commercial appeal
  • Inventory of women's team's kits expanded to more retail locations, including physical stores
  • New, bigger licensing deals expected this year to further tap into casual fans
Bottom Line

The NWSL's new Nike kits represent a significant step in the league's commercial growth, with increased customization options, expanded availability, and a focus on attracting new fans. The new design process and expansion of merchandise availability reflect a strategic move to sustain the league's growth and engagement.