Women’s Super League (WSL) club West Ham United have announced its newest partnership with period-proof brand Modibodi.
The collaboration marks the company as the first period-proof underwear brand to feature on-kit in the English game.
The brand, designed to challenge taboos, remove barriers, and inspire confidence for women and girls in sport, will be featured on the club’s new shorts for the 2025/26 WSL season.
This follows a wider movement in the women’s professional game to tackle menstruation in sport, with Manchester City announcing its partnership with period company snuggs and Arsenal launching their ‘Every Stain Should Be Part of The Game’ campaign this year.
West Ham are already doubling down on their mission to remove the stigma around periods, by becoming one of the first teams in the WSL to transition to period-friendly short colours during the campaign.
The new partnership aims to create and drive ‘positive change’ by removing ‘restraints’ that have long held back women and girls in sport. The brand’s objective is to tackle conversations around period protection and wider issues that affect athletes of all ages.
Modibodi believes that women should live their lives ‘fearlessly’ without the fear of leaks holding them back, following a survey by the brand and sporting giant Puma. It found one in two teenage girls surveyed were skipping sport due to their period.
Researchers discovered that for many girls, playing sport stopped due to embarrassment, pain or fear of leaks during menstruation. The survey also highlighted the culture and lack of innovation around periods was holding women and girls back from participating in sport.
Now, in partnership with the company, West Ham takes a bold step to drive change in women’s sport, on and off the pitch. This collaboration continued the club’s trend of breaking new ground in women’s health, following previous partnerships with Myoovi (a period pain relief device) and Femfresh (an intimate hygiene brand).
The partnership represents a powerful commitment to challenge the status quo and create a future where women and girls can confidently participate in sport all month long, empowered by high-performance apparel.
This collaboration underscores the shared mission to inspire a world where every girl can play with confidence, courage and pride. Aiming to be fearless, inspire confidence, and encourage girls to stay in the game, the partnership will launch a limited edition co-branded product range designed with input from players.
The collection will be available through both the brand’s and West Ham’s official channels. Modibodi believes that when fear is removed, people become unstoppable on and off the pitch, reinforcing that no one should be held back by their body.
West Ham United’s Head of Partnerships Rebecca Rowley said the partnership will foster positive change and amplify a message of empowerment in football and beyond.
The first of its kind partnership will not only create meaningful and impactful conversations but find an innovative way to support their goal to remove barriers to sport and exercise for women and girls.
This partnership serves a powerful reminder that sport should be a place of possibility, not limitation.
https://www.mancity.com/club/partners/snuggs
https://www.arsenal.com/news/every-stain-should-be-part-game
