Some said never, we said now.

Breaking Barriers and Making History: When the NWSL announced its first-ever Collective Bargaining Agreement (CBA), it wasn’t just a milestone for women’s soccer, it was a declaration that the game, and the women in it, had changed forever. I was approached by the NWSLPA to help immortalize this moment. My goal with the “Some Said Never, We Said Now” launch was to celebrate the landmark moment, recognize the collective power of the players who made it possible, and turn it into something the world could wear, see, and share.

More than a moment, we curated it to became a statement of progress and pride that resonated across the league and ignited a viral moment as players, fans, and media embraced the message. It was women’s soccer history, worn loud and proud.

A rallying cry.

We coordinated the rollout across the entire league, having every player step on the pitch wearing the ‘Some Said Never, We Said Now’ shirt, all at the same time. Creating an instant visual statement of unity and power, we transformed the CBA announcement from a press release into a viral cultural moment, one that fans, media, and players amplified together.

This wasn’t just about signing a contract. It was about making history visible, uniting the league, and giving fans a moment they’d never forget. I wanted the celebration to feel as big as the barrier we were breaking.
A synchronized launch: Every player across the league stepped onto the field wearing the shirt at the same time, creating a powerful, unified visual statement.
The hero piece: The “Some Said Never, We Said Now” shirt became the wearable headline, simple and bold enough to capture the spirit of the milestone.
Designed to go viral: Photography and social media rollouts to create a visual moment that would spread instantly across media and fan channels.
“Some said Never” represents the years of doubt, barriers, and underestimation faced by women in the sport.
“We said now” marks the moment players took ownership of their future, demanding visibility, respect, and change.
The launch ignited a viral moment across the league:
- Every NWSL team participated and players across the league wore the shirts during the announcement, instantly connecting the visual to the historic news.
- Social media lit up, turning the design into a viral moment that celebrated the players’ collective win.
- The project became a symbol of progress. A tangible reminder that women’s soccer is writing its own story, on its own terms.