The Atlanta Dream is redefining what women’s sports retail looks like. On May 8, 2026, the WNBA franchise announced a first-of-its-kind partnership with Monarch Commerce — a division of the Monarch Collective — to launch an entirely new merchandise infrastructure built from the ground up for women’s sports fans.
The centerpiece of this launch is the Dream’s new “Homegrown” retail collection, inspired by Atlanta’s deep community ties and forward momentum. At the heart of the collection is the team’s Nike Rebel Edition uniform, designed by the players themselves. Surrounding the jersey is a curated lineup of fashion-forward products including lounge sets, ties, scarves, bandana styling pieces, in-stadium exclusives, and creative accessories that go far beyond traditional sports merch.
“Women’s sports fans need access to more purposefully designed products and fashion-forward styles that let them rep their favorite team while truly reflecting how they want to live, work and play,” said Atlanta Dream President and COO Morgan Shaw Parker. “It has been a labor of love working with Jasmine Robinson, Kara Nortman, and Samantha Bushy at Monarch to operationalize our vision to push beyond where sports retail has ever been before.”
The partnership addresses a key gap in the market. While traditional men’s sports retail follows a “watch, then buy” model, women’s sports fans often use merchandise as identity and alignment — they rep the gear first. Much of the current retail infrastructure was originally built for men’s leagues and extended to women’s teams, missing the distinct cultural drivers and purchasing patterns of women’s sports fans.
Monarch Commerce brings deep expertise in scaling high-growth brands to women’s sports. Backed by Monarch Collective — a $250 million venture capital group and the first fund focused exclusively on women’s sports — the partnership represents a major investment in the infrastructure powering the league’s long-term growth.
“We’re building a retail experience that reflects how fans actually engage — where product, identity, and culture intersect,” said Monarch Commerce CEO Samantha Bushy. “This is about making merch people want to wear in their lives, not just at a game.”
The new online shop at atldreamshop.com and a dedicated “Drip Shop” inside the arena deliver a seamless, premium fan experience with more curated women’s product than ever before. The Nike Rebel Edition uniform and Homegrown collection are available now, marking a new era for how WNBA merchandise is designed, sold, and worn.
This move positions the Atlanta Dream at the forefront of retail innovation in women’s sports, setting a new benchmark that other franchises may soon follow as the WNBA continues its explosive growth during its historic 30th anniversary season.