West Ham United Teams Up With Modibodi To Break Barriers for Women
Launching a period-proof underwear line and a groundbreaking first in football, too.
Period pants are a firm fave to many, especially athletes, but London-based football team West Ham United is taking period confidence one step further by teaming up with Australian period-proof apparel brand Modibodi.
Not only will Modibodi provide period-proof underwear for players during the Women’s Super League and domestic cup competitions, but the brand’s logo will appear on the side of the team’s shorts, making it the first period-proof underwear brand to feature on a football kit. Beyond that, the two brands are hoping to inspire “a future where every girl can play with confidence, courage and pride – every single day of the month,” in the words of Kerry Cusack, Executive Director of Modibodi.
To celebrate the collaboration, Modibodi and West Ham United released a limited-edition co-branded product range, developed together with the West Ham United Women’s players. It features a seam-free bikini, cheeky brief and thong in the Club’s signature “Claret,” “Cerulean Blue” and black colors. As stated in a press release, the aim is to encourage the 1 in 2 girls who avoid playing on their period to stay in the game.
Rebecca Rowley, West Ham United’s Head of Partnerships, said in a statement, “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.”
West Ham and Modibodi aren’t alone. In March, Manchester City teamed up with snuggs, making them their official period underwear partner, with first-team captain Alex Greenwood stepping in as the brand’s ambassador. With any hope, these kinds of partnerships can change the game for the next generation of female footballers.
The range is now available on the Modibodi website.
In other sportswear news, read about Brazil’s win at the Copa América Finals.
