Everyone Watches Women's Sports

ABOUT THIS ENTRY

TOGETHXR’s Everyone Watches Women’s Sports™ campaign transcended traditional graphic design by becoming a global cultural signal. What began as a bold, typographic statement evolved into a widely adopted movement—organically embraced by athletes, leagues, brands, and fans around the world.

The simplicity and clarity of the design collection made it instantly recognizable and endlessly shareable. It showed up everywhere — from social feeds to tunnels, from grassroots communities to global stages — turning a static graphic into a living, participatory badge of belief.

In 2025, global brands like Nike partnered with TOGETHXR to broaden the reach, bringing the message to international audiences, while directly integrating it on the front of London City Lionesses' debut kits. In 2026, collaborations  with Unrivaled, LOVB, U.S. Ski & Snowboard (before the Winter Olympics), and two unique Spanish language designs timed with the Super Bowl, NFL Flag, and Bad Bunny's halftime performance, further reinforced and extended its universality.

How does this represent "Excellence in Engagement"?

The power of the EWWS logo lies in its ability to create instant community. What began as a design has become a recognizable signal of belonging for women’s sports fans everywhere. 

Some of the most meaningful stories come from real life: strangers spotting one another in airports, on city streets, or at games and immediately feeling connected simply because they are both wearing the tee.

That is what makes the mark so resonant. It does not just live on a graphic, a sweatshirt, or a social post. It lives in the world. It signals shared values, shared passion, and a sense of collective identity. At its best, the EWWS logo functions not just as branding, but as a badge of cultural participation and community.

Objective

The objective of Everyone Watches Women’s Sports was to create a unifying, ownable design language that could both reflect and accelerate the rising visibility of women’s sports.

TOGETHXR set out to design a mark that was:

• Instantly legible and emotionally resonant
• Flexible enough to live across merchandise, social, broadcast, and live environments
• Inclusive and accessible — something anyone could wear, share, and stand behind
• Scalable across teams, leagues, and global partners without losing its core meaning

At its core, the campaign aimed to shift perception from a narrative of underrepresentation to one of undeniable momentum.

Strategy & Execution

The design strategy centered on radical simplicity: a bold, declarative statement rendered in a clean, highly legible typographic system. This message is the hero while the design has maximum flexibility across formats and contexts.

From the outset, the system was built to be worn. Apparel was not an extension of the campaign—it was the campaign. By placing the message directly on garments, TOGETHXR transformed fans and athletes into walking media channels, fueling organic distribution and visibility.

The versatility of the design enabled seamless collaboration across partners. Whether appearing on Nike products, London City Lionesses kits, or co-branded league apparel with Unrivaled, LOVB, and U.S. Ski & Snowboard, the system adapted without dilution — maintaining consistency while embracing each partner’s identity.

Execution spanned:

• Social-first rollouts that encouraged sharing and replication
• Merchandise drops that drove both revenue and reach
• Athlete and influencer seeding to amplify authenticity
• Strategic brand and league partnerships to scale globally

The result was a design ecosystem that was structured enough to remain iconic, yet flexible enough to grow through collaboration.

By turning a graphic into a movement, TOGETHXR redefined how design can function, not just as a visual asset, but as a platform for participation, identity, and cultural change.

Organizations

• TOGETHXR

Links

•   Website

Credits

Hayley Lane
Head of Design
TOGETHXR

Megan Poth
Senior Graphic Designer
TOGETHXR

Kristen Vasquez
Graphic Designer
TOGETHXR

Sarah Nguyen
Graphic Designer and Content Producer
TOGETHXR

Tessa Hansen
Graphic Designer
TOGETHXR

Dea Vander-Fertgus
Graphic Designer
TOGETHXR

Dalila Shannon
Merchandiser
TOGETHXR