Custom Merchandise · Retail at home games · E-commerce management · Social Commerce ·  Fulfillment

Three years building the brand and merchandising program of Major League Rugby’s Miami franchise from the ground up.

Noldu’s founder, Milagros Cubelli, served as founding CMO and later CEO of Miami Sharks, leading the creative and commercial construction of the club from launch through consolidation. Across three seasons, the team built one of the most visible sports brands in Miami: a full brand identity system, a 30K fan community grown from zero, matchday experience design, and a sponsorship portfolio that in the 2024–2025 season delivered the highest sponsorship revenue in the league.

On the merch side, Noldu designed, produced and operated the club’s complete program across two consecutive seasons: product development, matchday retail, B2B sales, e-commerce and fulfillment — one operation connecting product, commerce and fans.

The collections translated the energy of the city and the culture of the team into objects fans wanted to wear and keep. As part of the fan engagement strategy, Noldu produced a limited-edition game day t-shirt embedded with NFC technology, allowing fans to tap their phone and access the winning plays of the match — a piece of merchandise that became a live connection between the team and its supporters.