La Cueva soccer team filmed during Hell Week

ALBUQUERQUE (KRQE) – You might have heard of them. The La Cueva girls soccer team has 14 state championships. Now, the team will garner national attention as the subject of an online documentary for Dick’s Sporting Good’s about Hell Week – the week back to practice after summer break.

The La Cueva Women’s soccer team has a tradition – winning. They’ve earned 14 state championships and head coach Amber Ashcraft has more than 300 wins, but last year, the team fell short and was eliminated early.

“So we knew, Hell Week, they’re really going to be coming back hungry and it was really going to be a time they had something to prove and they’re coming out with a lot of fight,” says Dick’s Sporting Goods Community Marketing Manager Philip Birkbeck.

Birkbeck says it’s that record and drive that led them to chose the La Cueva team for their documentary series about Hell Week.

On Sunday, the team, their coach and their families got a sneak peak of the documentary.

“I think that they did a really good job representing what we do during that week of camp and how hard that week is,” says Coach Amber Ashcraft.

Ashcraft says she’s happy with the film and says she appreciates the fact it’s centered around her girls. Her girls say the documentary sheds new light on the program.

“We’re not just a record. We’re not just statistics, we’re a team,” said senior forward Jocelyn Jones.

They say seeing themselves on the big screen was pretty cool, too.

“We were all laughing about every funny thing that happened and just a bunch of memories from team camp came back,” Jones says.

“Just being able to see the players’ reactions … it was just kind of a great time to have the team together and something that we hope they can remember for the rest of their lives,” says Birkbeck.

Coach Ashcraft says she hopes young women who watch the film will gain inspiration from her La Cueva girls.

“That they can see that there’s possibilities in sports for these players, that girls soccer is a huge thing to these girls. It’s their lives and it’s just not girls running around with pink on and playing. That this is a tough, tough sport,” explains Ashcraft.

You can find promos for the doc here. The full film is set to be posted on Dick’s Sporting Goods website Monday. provides commenting to allow for constructive discussion on the stories we cover. In order to comment here, you acknowledge you have read and agreed to our Terms of Service. Users who violate these terms, including use of vulgar language or racial slurs, will be banned. Please be respectful of the opinions of others. If you see an inappropriate comment, please flag it for our moderators to review.

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