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Marketing and Sponsorship

USWNT's Warm-Up Protest Inspires Viral T-Shirt By BreakingT

The "4 Stars Only" provided the best-selling day for direct-to-consumer sales in BreakingT’s historyBREAKINGT

The USWNT's "indelible protest" against the U.S. Soccer Federation -- in which players wore their warm-up kits inside out before their win over Japan in a SheBelieves Cup match on March 11 -- has "turned into a viral business opportunity" for sports apparel company BreakingT, according to Grant Wahl of SI.com. BreakingT Dir of Marketing Dom Bonvisutto said, "We saw that the women walked out with their warmups inside out. And we were obviously struck immediately by the empty shield with the four stars. That’s a shirty thing. We need to get going.” Wahl noted BreakingT had a design for a T-shirt "ready before the game even started and got it approved" by USWNT Players Association Exec Dir Becca Roux. Bonvissuto "hit send on the first tweet announcing the sale of the '4 Stars Only' T-shirt (price: $28)" at 10:17pm ET, "within minutes of the final whistle." Even though the shirts were "available for only one hour and 43 minutes on Wednesday, that day was the best-selling day for direct-to-consumer sales in BreakingT’s history." Bonvissuto said, "When it came to '4 Stars Only,' we sold more than 5,000 units in the first 24 hours.” Roux said, “We've already had conversations about where some of the proceeds from this could go, especially with the women's national team games being canceled in April. Is there a way for us to funnel money to those independent-contractor employees who would have otherwise received work for those two games?" (SI.com, 3/16).

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