The inside story of how the USWNT became the most dominant force in women’s football

Hamm became a star, in part due to heavy-rotation of adverts in the run-up the World Cup, including one in which she appeared alongside Michael Jordan. Hamm and her teammates also starred in Nike commercials together, and the USWNT became the first female sports team to capture the country’s attention.

The World Cup that followed made an indelible mark on the sporting landscape in the United States. The tournament drew record audiences – both on TV and in the stands – to watch Brandi Chastain’s iconic spot-kick see off China on penalties. Suddenly, a country that was yet to embrace football or women’s sports in general, became believers. Relatable, devoted to their craft and, perhaps most importantly, winners, the public jumped on board.

And as the USWNT looks ahead to the 2019 Women’s World Cup in June, the influence of those pioneers is readily apparent. USWNT players are now full-time professionals thanks to numerous campaigns and standoffs over a fair wage, and many are now household names. Alex Morgan, who has been scoring goals at one of the fastest rates since Mia Hamm, has made millions from endorsement deals alone. She has her own line of books, starred in a movie and appears in heavy-rotation Nike ads, too. And, unlike Hamm to her generation, Morgan is anything but an anomaly.

Most importantly, however, the foundation of the USWNT’s success remains the never-say-die culture that was cultivated in the early days. Coaches and players have come and gone over the years, but the USWNT’s relentless tenacity has remained the constant.

Some of the most iconic moments in women’s football include the Americans fighting back from seemingly insurmountable odds. In 2011, when a controversial red card left them a woman down against Brazil, Abby Wambach’s 122nd-minute equalizer – the latest goal in World Cup history – propelled the U.S. to the final. The following year, Alex Morgan scored the latest goal in Olympic history after coming back on three separate occasions to topple Canada during a dramatic 4-3 victory.