Last week, an indelible protest by the U.S. women’s national team against the U.S. Soccer Federation turned into a viral business opportunity—and showed exactly how rabid the fan base for the USWNT really is.
BreakingT is a company that makes moment-driven sports apparel, the kind that can jump on fan interest in real-time to sell T-shirts and sweatshirts immediately after games. The company got the license for the USWNT Players Association ahead of World Cup 2019, and it had success selling shirts during the tournament like Rapinoe-Bird 2020, a nod to Megan Rapinoe and her partner, WNBA star Sue Bird.