West Ham United FC Women, the Women’s Super League club, have inked a groundbreaking partnership with Modibodi, the global leader in leak-proof apparel.
With this deal, the brand has become the club’s official back of shorts and period-proof underwear partner. Modibodi becomes the first period-proof underwear brand to feature on-kit in women’s football, featuring on the back of West Ham United’s shorts during the Barclays Women’s Super League and domestic cup tournaments.
This collaboration brings together two pioneering companies with a same goal: to break taboos, question norms, and lower barriers to sport for women and girls.
West Ham United takes great pleasure in initiating tough debates on a range of topics that impact female athletes of all ages, having led the industry’s shift away from white shorts and towards period-friendly hues. Modibodi also feels that women should be free to pursue their passions without fear of leaks. Modibodi’s goal is to encourage the one in every two females who avoid playing during their menstrual cycle to play.
In collaboration with Modibodi, the club took another bold step towards driving change in women’s sport, both on and off the ground.
Modibodi and West Ham United are going to recognise what it means to play fearlessly. A limited-edition co-branded products line designed in collaboration with West Ham United women’s team players will be issued in the club’s trademark Claret, Cerulean Blue and Black colours. The range is intended to boost confidence, normalise talks about periods in sports, and encourage the one in every two girls who avoid playing during their period to continue in the game. The collection will be sold only at Modibodi and official West Ham United retail locations.
Modibodi will also receive substantial brand awareness through pitchside advertising, press backgrounds, and coverage on West Ham United’s digital platforms, emphasising the message that no one should be limited by their physical appearance.
West Ham United Head of Partnerships, Rebecca Rowley, said, “From the initial conversations with Modibodi, we have been truly inspired by their commitment to creating positive change and removing restraints that have long held back women and girls in sport. Coupled with their high-quality products, this partnership will drive true step-change in the industry and we’re proud to provide a platform to amplify Modibodi’s message of empowerment, in football and beyond.”
West Ham United Executive Director, Nathan Thompson, said, “We are delighted to announce this first-of-a-kind partnership, which will see West Ham United women’s team become the first WSL team to have a period-proof underwear partner with an on-kit presence. This is a partnership we are extremely proud of. At West Ham United, we are always looking to create meaningful and impactful partnerships. By partnering with Modibodi, not only are we delivering an industry first but we are finding an innovative way to support their goal to remove barriers to sport and exercise for women and girls. This partnership is a powerful reminder that sport should be a place of possibility, not limitation.”
Modibodi Executive Director, Kerry Cusack, commented, “At Modibodi, we’re on a mission to ensure that no girl ever feels sidelined by her period. Partnering with West Ham United women’s team allows us to stand together and say: your body is not a barrier. Together, we’re inspiring a future where every girl can play with confidence, courage and pride — every single day of the month.”
