Westbrook, ME and Asheville, NC, July 14, 2024 – American Roots, known for its American-made, union-made apparel crafted from entirely American-sourced materials, is thrilled to announce a trailblazing multi-year licensing agreement with the National Women’s Soccer League Players Association (NWSLPA) for player-branded fan gear. Launching on Labor Day 2024, this collaboration marks the first sports license agreement in American Roots’ history. It celebrates the incredible athletes of the NWSL with the only officially licensed women’s soccer fan gear made in America by union labor with materials sourced exclusively from the United States. OneTeam Partners, the sponsorship and licensing partner of the NWSLPA, and REP Worldwide, led by Steve Scebelo, are facilitating the licensing and player marketing components of the partnership. 
Apparel will be sold through the American Roots website, select team shops, and specialty stores. Pre-orders will be accepted throughout the summer in preparation for the Labor Day launch. The line includes women’s and unisex short sleeve retro tees, long sleeve tees, All American pullover hoodies, All American signature zip-ups, and college crewnecks, as well as limited edition items. Embroidered hoodies will feature a custom NWSLPA woven tag on the sleeve as a unique highlight. American Roots’ ability to print on demand and manufacture short runs domestically ensures quick responses to meet market demand.
The first NWSLPA-American Roots Fan Gear will showcase names, images, and likenesses of 14 top NWSL players: Alex Morgan, Rose Lavelle, Sophia Smith, Lynn Williams, Trinity Rodman, Crystal Dunn, Lo’eau LaBonta, Debinha, Kerolin Nicoli, Sydney Leroux, Dani Weatherholt, Denise O'Sullivan, AD Franch, and Alyssa Naeher.
American Roots, the Westbrook, Maine-based company led by Co-Founders Whitney and Ben Waxman, prides itself on its majority female workforce and commitment to ethical manufacturing. Known for its customized, union-made apparel, American Roots is a unique entry in the sports licensing industry. No other company fully sources and manufactures its products entirely in the USA.
“I’m beyond excited to be the ambassador for American Roots’ amazing line of ethically made NWSLPA fan gear,” said LaBonta, star midfielder of the KC Current and the first professional athlete to align with American Roots. “This partnership not only celebrates the incredible athletes of the NWSL but also shines a light on the hardworking union labor behind every piece. I’m truly inspired by how American Roots sources their materials and does things differently, ensuring everything is ethically made. I can’t wait to wear this gear and see our fans rocking it too! Together, we make a statement about unity and the impact of players who are proud members of the NWSLPA, helping us better connect with our fans in a meaningful way.”
“This partnership is deeply personal for everyone at American Roots and reflects our shared values of quality and empowerment,” said Whitney Waxman, Co-Founder, President & Chief Operating Officer at American Roots. “Aligning with women athletes who represent the best in sports and tirelessly fight to do the right thing in their profession is inspiring. I recently attended a KC Current game and was blown away by the love and respect the fans have for these players. I can already imagine how this officially licensed fan gear will feed that passion across the country and connect fans with their favorite players while ensuring the players benefit directly. Manufacturing everything in the USA and supporting local economies makes it even more special.”
“Meeting the folks behind American Roots was motivating,” stated Meghann Burke, Executive Director, NWSLPA. “During my visit to their factory, I was extremely impressed by their dedication to keeping quality standards high and supporting workers across the country. Their passion for empowering women and the importance of American-made products is incredible. This partnership aligns with our mission and enhances both women’s soccer and the labor movement, giving our players the investment they deserve. We’re excited to see this collaboration flourish, offering fans the chance to support players, with players receiving a share of the revenue.”
The NWSLPA is the union representing the players of the NWSL. The association is dedicated to protecting and enhancing the rights of the players, promoting their welfare, and supporting their efforts to succeed on and off the field. Committed to ethical manufacturing and sustainability, American Roots provides high-quality, American-made apparel and prides itself on supporting local economies and empowering its workforce. This collaboration with the NWSLPA underscores the importance of the labor movement and the value of American-made products. For more information, visit American Roots.
###
Media Contact:
erin@americanrootswear.com
