Clothing brand The Mayfair Group is introducing a new initiative and apparel selection in collaboration with Olympic soccer star and mental health advocate Naomi Girma.
The athlete is the star of Mayfair Group’s new Mayfair U campaign “Be the Good,” a back-to-school capsule featuring a custom-designed sweat set and water bottle embossed with Girma’s mantra “See the Good. Find the Good. Be the Good.”
“Partnering with the Mayfair Group felt meaningful to me because of what they stand for, the messages they share with the world, and their commitment to mental health advocacy,” Girma told WWD via email.
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Along with the apparel drop, Mayfair U will launch a free digital resource hub with affirmations, mental health tools, peer mentorship and community-building spaces for students and athletes alike, per the brand.
Each purchase of the “Be the Good” apparel will help fund the aforementioned free mental health resources via the Mayfair World Fund. The capsule aims to put the positive messaging behind quality mental health care and advocacy at the forefront.
“My favorite part of this partnership has been getting to know the Mayfair team and collaborating to design this sweatset. The process was so much fun, and I’m so happy with how it turned out,” Girma said.
Twenty-five-year-old Girma was part of the women’s soccer team that went on to win the gold medal at the Paris Olympics in 2024. Her collegiate career was spent with the Stanford Cardinals. Girma was named the U.S. Soccer Player of the Year in 2023.
“Apparel can help us feel confident and empowered, to be our authentic selves, and feel good while doing it,” said Girma of the Mayfair U collection’s impact.
Founded by Sam Abrahart, The Mayfair Group launched in 2017. In the years since its founding, the brand has shifted to a mental health and wellness destination, with apparel and initiatives geared toward positive messaging and empathy.