Pass her the torch.
A First-Of-It’s-Kind Cultural Crossover. NJ/NY Gotham FC x NY Liberty. For the first-ever inaugural crossover between the NWSL and WNBA, I wanted to create a moment that felt bigger than sport, a visual and cultural statement about legacy, visibility, and women passing opportunity forward.
The Pass Her the Torch collaboration was a cultural milestone designed to connect two leagues, two fan bases, and one shared mission: to celebrate the women making history today and inspire the ones who will carry it forward together. More than a tagline, it was a tribute to the past, celebration of the present, and a challenge to the future. A reminder that when women show up for each other, the whole game changes.
This is what happens when women back women.
Created to honor the past and empower the future, Pass Her the Torch turned a share mission into a shared movement. Because when women uplift each other, we don’t compete, we compound. This collaboration lit up the culture and reminded us that the game is always bigger when we carry each other foward.
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I created the tagline “Pass Her the Torch” to embody legacy, empowerment, and the generational momentum of women in sport. Highlighting the idea that progress in women’s sports is built through legacy, mentorship, and collective action.
Pass Her the Torch is a rallying cry rooted in the symbolism of the Statue of Liberty torch, a defining icon of New York, while also nodding to the Olympic tradition of torch passing. A gesture that represents honor, responsibility, and carrying the flame forward. It’s a call to action and cultural truth: when one woman rises, she lights the path for the next.
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The collab dropped in tandem with back-to-back Gotham FC and NY Liberty home games, with coordinated storytelling across both teams and athletes.
Powerplay NYC, players from both teams training young girls literally passing the torch to the next generation.
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Created the first-ever NWSL x WNBA collaboration setting a precedent of cross-league storytelling
Strengthened the cultural footprint of both Gotham FC and NY Liberty, showcasing women’s sports as entertainment, community, and culture
Ignited buy in IRL and online, proving that collabs rooted in story and identity resonate far beyond the game
Out-performed and sold out quicker than any other collaboration in Gotham FC’s 2023 season