TAYLOR CUMMINGS’ STOMACH GROWLED as she signed autographs at Disney’s Wide World of Sports complex in Lake Buena Vista, Florida.
The U.S. women had just played a showcase game against a collection of professional players from the United Women’s Lacrosse League and the Women’s Professional Lacrosse League — precursors to Athletes Unlimited — at the IWLCA Presidents Cup in November 2018. Hundreds of high school players swarmed Magic Field 18 to watch.
“The line was so long, I had to get a bucket of Goldfish from our snack pile,” said Cummings, an All-World midfielder and one of six players who returned to the U.S. team after 2017. “There were so many kids. We were just excited people were excited about us."
Part of Levy’s plan to maximize the national team’s exposure was to play at events where aspiring players could get up close and personal with their idols. In turn, they saw for the first time their potential to galvanize the lacrosse community.
“Seeing all the fans sitting around the field, that was the first time I took a step back and was like, ‘Wow. This is awesome for our sport,’” defender Alice Mercer said. “Jenny is really serious about growing our fan base. The things she was asking us to do, it was working.”
Thanks in part to stars like Cummings, Kayla Treanor and Marie McCool and the advent of fan-friendly rules like a 90-second shot clock, attention on NCAA women’s lacrosse was at an all-time high. There were two professional leagues.
Levy accepted the U.S. position with that growth — and how to build off it — in mind. She met with the tryout pool at USA Lacrosse headquarters in the summer of 2018 and laid out her vision for the program. The PowerPoint included an infographic that she had made for USA Lacrosse leadership during her interview process with her five pillars for the national team: Creating resources, player selection processes, professional player experiences, outreach, win and have fun. The next slide featured the national team’s guiding principles:
Joy. Respect. Skill and creativity. Dominate your zone. Fun together. Inspire all. All in.
Levy leaned on the example of the 99ers, the team that brought unprecedented exposure to women’s soccer after taking down China in a shootout in front of more than 90,000 spectators at The Rose Bowl in Pasadena, California, and 40 million fans on ABC. Led by stars like Mia Hamm, Briana Scurry and Brandi Chastain, the U.S. women ignited a generation of soccer players that were able to visualize, for the first time, what it would be like to play the game at the highest level. And they had fun along the way.
Over the next two years, Levy and her staff — including assistant coaches Amy Altig, Alex Frank and Joe Spallina — set out to find players who possessed similar must-see qualities. Who played with joy and creativity, confidence and otherness. Using social media as a means of building a fan base, the individual players and personalities on the U.S. team could reach passionate lacrosse fans, as well as those watching the sport for the first time.
Levy saw the growth of social media through her experience with college athletes at North Carolina. The metaphoric distance between players and fans was closing quickly, and this U.S. team could bring the fans closer to the action than in years past.
“The players are the magic and it's always been about trying to get them to be seen on a broader scale,” Levy said. “How can I help the players be seen for the brilliant people that they are both on and off the field?”
The talent pool featured plenty of players that fit that very description, representing three different eras of women’s lacrosse. Crafty attackers like Katrina Dowd and Michelle Tumolo wowed fans with behind-the-back shots and assists before women’s lacrosse could even be seen on streaming services. Lockdown defenders looking to win a second straight gold medal included Kristen Carr, Meg Douty, Becca Block and Mercer. Most notably, Cummings and Kayla Treanor — two college greats that battled for four years as opponents at Maryland and Syracuse, respectively — returned for another run at gold in their prime.
When World Lacrosse postponed the world championship from 2021 to 2022 due to the pandemic, it gave Levy and her staff a chance to evaluate the newest crop of college stars. Charlotte North, the viral sensation who led Boston College to the NCAA championship at Johnny Unitas Stadium in 2021, headlined the group. Inspired by Treanor, whose YouTube highlights she mimicked growing up in Texas, North played the game with uninhibited creativity and unbridled passion. People became enamored with her the way she idolized Treanor, who coached her as an assistant at BC.
“It was such an honor to line up next to Kayla,” North said. “It was a pinch-me moment for sure. She has done so much for the sport and she is one of the greatest to do it.”
North Mania reached an all-time high when the U.S. women traveled to Dallas for the Presidents Cup last November. Nearly 2,000 fans enveloped the team after a Blue-White scrimmage at Harold Patterson Sports Complex — many of them in line to meet their hometown hero.
“Social media really skyrocketed while players like Charlotte and Kylie [Ohlmiller] were in college. Their fan bases went through the roof,” Mercer said. “The great individual brands were helpful in building our team brand. What we saw at Presidents Cup was the result of that.”
The social media boom resulted in more visibility for women’s lacrosse and more coverage on television in the last two years. Cummings and others have led the charge for greater access to women’s lacrosse.
“Our collective voices helped get our games on ESPN for world championships,” Cummings said. “There’s more work to be done, but we’re in a better spot now than we were, which is great.”