Fresh off their historic 2019 World Cup victory, three iconic athletes from the U.S. Women’s National Soccer Team – Alex Morgan, Kelley O’Hara, and Allie Long – set out to turn their mantra into a movement. Beat Everybody wasn’t just a brand; it was a battle cry for fans, dreamers, and anyone chasing greatness. Over the 5 years, I had the opportunity to help create, grow, and evolve the brand from a handful of t-shirts into a full-scale DTC operation timed around global moments in sports and culture.

We rebuilt the digital brand from the ground up—streamlining the UX, overhauling the e-commerce experience, and rethinking how the brand showed up across web, social, and campaign. Using a conversion-first design approach, we created an immersive experience that blended swagger, utility, and story. Drops were timed to key moments across World Cups and the Olympics, giving fans a reason to rally—and a way to represent. I engineered the system to scale: more SKUs, smoother checkout, higher conversion, and storytelling that kept pace with the girl's journey.