An updated version of a prior story reflects the announcement of Alex Morgan’s retirement from soccer on Sept. 5, 2024. Despite her absence from the U.S. women’s national team roster for the Paris Games, she was a prominent figure in various brand advertisements over the summer. Since 2011, Morgan has been a key team player in all major tournaments, and while surprised by her exclusion from the Paris Games, many saw it as the inevitable decline of her illustrious career.
Coach Emma Hayes’ decision to omit Morgan from the Paris Games was a bitter pill to swallow, marking the end of an era whereby her name had become synonymous with the women’s team for over a decade. However, the decision made tactical sense, as the newer generation of scoring talent proved their worth on the field, leading the team to a gold medal victory against Brazil. Morgan was initially excluded from the W Gold Cup team roster in February, foreshadowing her eventual retirement. Nonetheless, she was called in after an injury to Chelsea player Mia Fishel, which saw her swapping her iconic No. 13 jersey for a No. 7.
With her goal scoring capabilities declining, Morgan’s role on the field increasingly became about providing a distraction for the defence, drawing attention away from other players. That said, her value as a seasoned player and leader was indisputable. Her authority among teammates and fans was revered and validated when she confronted scrutiny regarding Korbin Albert’s controversial posts implicating anti-LGBTQ sentiments while standing alongside fellow co-captain, Lindsey Horan. Morgan’s leadership was seen as integral to the team’s dynamics both on and off the field.
Beyond her career as a player, Morgan actively advocated for civil rights, gender equality, and fairness in sports. Her unflinching conviction in these matters led her to publicize her dissatisfaction towards harassment allegations against Wave president, Jill Ellis, and express her views candidly through associating her name and brand with these causes. Her commercial value remained intact despite the potential backlash her advocacy could have invited, lending her name to Forbes’ list of highest-paid female athletes in 2023.
Throughout her career, Morgan managed to walk the line between performance and brand, striking a balance between her public and private life, skillfully navigate her fame, and maintain a robust boundary separating her familial life from her celebrity status on social media. Her ability to be a role model while being transparent and candid on social justice topics, coupled with her discretion about her personal life, proved crucial to her maintaining a formidable brand.
As Morgan’s era in women’s soccer comes to a close, speculation arises about the next generation of superstars that might fill Morgan’s shoes. Players like Rodman, Smith, and Swanson, the potent scoring trio from the past Paris Games, are potential successors. Despite Morgan’s retirement from the field, she continues to make an impact off it; her leadership gives rise to the standard by which all other players measure success. As the U.S. Women’s National Team transitions to a new era without Morgan, her legacy continues to shape and empower the team’s dynamics.
