CASE STUDY
U.S. Women’s National Team (USWNT): OOSA
Creating a brand that pushes for progress on and off the field
Challenge
For decades, the U.S. Women’s National Team (USWNT) has been leading the charge for equality, both on and off the soccer field. They’ve elevated the level of the women’s game on the global stage and fought for causes like gender equality, parity to the US men’s team in terms of pay, coaching and medical treatment, frequency of games, field quality, and even how they train and travel to matches.
Knowing that their performance at the highly anticipated 2019 FIFA World Cup tournament meant more than demonstrating athletic prowess, the USWNT needed a brand to bolster their equal pay and equality agenda on the global stage.
Solution
As part of our Prophet Impact initiative (formerly P4NP – Prophet for Nonprofit), a team of strategists, designers, copywriters and developers from Prophet partnered with USWNT players to create a new brand and digital experience that captured the essence of the team—both as world-class athletes and as passionate activists. All the spirit, hard work and positive energy were channeled into a new brand: OOSA.
The name OOSA is a nod to the team’s 20-year-long tradition of players chanting “OOSA, OOSA, OOSA-AHHHH,” as a rallying cry before they take the pitch. The OOSA brand capitalizes on the collective value of the players while providing an avenue for supporters to get involved in their efforts to push for meaningful progress. The brand provides something tangible to rally behind, while also helping to defray the cost each player incurs to lead the cause for change.
Results
The new OOSA website and brand video launched just before the 2019 Women’s World Cup, where the team became four-time FIFA World Cup Champions with their win over the Netherlands. Twenty-two percent more U.S. viewers tuned into the final match than the 2018 men’s final, with a total of 263.62 million unique viewers globally.
In Nov. 2019, the Prophet team won two SILVER awards for “Best strategic and creative development of a new brand” and “Best use of audio branding” at the North America Transform Awards. And in 2022, the U.S. Women’s Soccer Team won equal pay, eliminating a long-time pay gap.
Learn more about how we build brands and transform society through Prophet Impact.