The Professional Women’s Hockey League (PWHL) has commissioned Brooklyn-based artist Sophia Yeshi to design its Black History Celebration visuals for 2024, embedding a powerful tribute to Black culture, history, and community visibility. This collaboration, initiated early this year, highlights an intentional partnership focused on authentic storytelling through art that resonates across the league and its audience.
Commissioning an Artist Who Embodies Cultural Storytelling
The PWHL sought an artist whose work goes beyond mere representation to embody Black culture’s essence in a way that amplifies visibility and honors history. Their search led them to Sophia Yeshi, a Brooklyn illustrator and designer renowned for her bold and dynamic style that centers identity, culture, and representation.
Yeshi’s portfolio spans collaborations with community groups, major global brands, and several professional sports leagues and teams, making her a natural fit for this meaningful project.
Sophia was selected intentionally for her storytelling ability, visual style, and focus on creating work that feels thoughtful and culturally grounded,
said Saroya Tinker, PWHL Manager of Culture and Impact.
Her approach is very artist‑led and avoids a templated aesthetic, which aligned strongly with what we wanted for our Black History Celebration.
Introducing Yeshi’s Art to the League and Fans
Unveiled in January 2024, Yeshi’s vibrant artwork is featured across the PWHL and its teams’ Black History Month celebrations. The artwork also appears on a special commemorative jersey available for purchase in both the U.S. and Canada through the league’s official shops.
Adding to the excitement, Sophia Yeshi will attend the New York Sirens Black History Celebration Game on February 26, where she will perform the ceremonial puck drop, bringing a personal connection to the event.
Creative Collaboration Rooted in Trust and Empowerment
The PWHL’s creative team took a distinctive approach by entrusting Yeshi with full creative freedom rather than directing the aesthetic or message. This level of trust was purposeful to ensure authentic expression and to uphold the spirit behind the artwork.
This collaboration was rooted in trust and respect for the creative process,
Tinker explained.
We wanted to give Sophia the space to lead with her vision, knowing that authentic representation comes from listening and partnership, not direction.
Yeshi expressed appreciation for this autonomy, especially valuing the cultural and personal connection she found in working with Tinker, a Black woman and former hockey player.
I was really excited to work with the PWHL because I feel like the league gave me a lot of ownership in this project,
Yeshi shared from her Bushwick, Brooklyn studio.
They came to me and it was also nice that it was a Black woman that I was working with who was a former hockey player [Tinker]….This was something that she was really excited about and in turn, that meant it’s not just for the optics, it was actually really intentional. The league also talked about how it was important to create something that was wearable that referenced street art.
They wanted to bring this element of cool and fun and create something that was really stylish. That was really important to me as well. Design can have all the symbolism in the world but if people don’t want to wear it, they’re not going to. So that was something that really stood out to me. I felt very empowered with this project.
Tinker noted the deliberate choice of an artist aligned in both craft and lived experience with the initiative’s goals.
From the beginning, it was important that this project be led by an artist whose work and lived experience aligned with the intention behind Black History Month. Sophia’s design reflects both the history we honor and the future we’re working toward.
Sophia Yeshi: An Artist Reflecting Boldness and Representation
Raised in Baltimore, Yeshi’s early passion for art began at age 12 when she discovered Photoshop, setting her on a path to professional artistry. She describes herself as a champion for Black women, women of color, and LGBTQIA+ communities through her work, featuring joyful figures, vibrant colors, and organic shapes.
Yeshi uses her work to shine a light on Black women, women of color, and folks in the LGBTIQIA+ community who are bold, dynamic, and demand attention. Joyful figures, vibrant colors, and organic shapes define her aesthetic.
Her impressive resume includes collaborations with notable corporations such as Adobe, Netflix, Nike, and Spotify. While not a natural sports enthusiast, she has contributed art for professional teams including the Brooklyn Nets, New York Knicks, New York Rangers, the National Women’s Soccer League (NWSL), and even the NFL.
It’s really funny because I have worked on so many sports projects at this point in my career and I never thought that would be the case. Every time I’m always surprised because I’m telling them, ‘I don’t really watch (sports) like that.’ But they tell me it’s fine, it’s not the point. The point is that you’re excited about this project and you have a perspective.
The PWHL’s Commitment Beyond Celebration
For the PWHL, Black History Month is more than a branding opportunity; it’s a deep commitment to recognize and uplift the voices of Black communities within hockey. This celebration highlights the historical influence Black individuals have had on the sport while creating space for new narratives to emerge.
Black History within the PWHL is about more than celebration; it’s about recognition, visibility, and continued investment in Black voices across the sport. It’s an opportunity to acknowledge the impact Black communities have had on hockey, while also creating space for new stories to be told.
The collaboration with Yeshi and production of exclusive art and jerseys powerfully symbolize these new stories. Through this partnership, the league underlines the diversity of its fan base and affirms its values of inclusion and representation.
Teams Embodying the Celebration
The Black History Celebration and Yeshi’s artwork touch all PWHL teams, including the Boston Fleet, Minnesota Frost, Montréal Victoire, New York Sirens, Ottawa Charge, Seattle Torrent, Toronto Sceptres, and Vancouver Goldeneyes. Each team integrates the celebration into their games and fan engagement initiatives during Black History Month, fostering a wider appreciation throughout the league’s communities.
Where to Find the Celebration Gear and Join the Movement
Fans interested in showcasing their support can purchase the Black History Celebration jersey through the league’s official online shops serving both the United States and Canada. This merchandise not only honors Black history in sports but also represents the stylish, street-art inspired vision Yeshi designed to resonate across communities.
Looking Ahead: The Impact and Future of Cultural Representation in Women’s Hockey
By entrusting an artist deeply connected to the culture, the PWHL is setting a precedent for authentic representation in professional sports. This initiative is a sign of the league’s ongoing dedication to inclusion, visibility, and respect for Black culture and histories.
As the PWHL continues to grow, collaborations like these will contribute to a more diverse, inclusive, and vibrant sports environment where all voices are acknowledged and celebrated. The league’s intentional approach signals a hopeful future where culture-driven narratives shape the identity of women’s hockey both on and off the ice.
