West Ham Women partner with Modibodi
West Ham United Women have announced a partnership with leak-proof apparel brand Modibodi, in a deal that marks an industry first.
The deal sees Modibodi become the club’s official back of shorts and period-proof underwear partner. In an industry first, the brand will feature on the back of the team’s shorts throughout the Women’s Super League and domestic cup competitions, making it the first period-proof underwear brand to have an on-kit presence in women’s football.
The partnership aims to challenge conventions, break taboos surrounding periods in sport, and remove barriers for women and girls, building on the club’s previous move away from white shorts to period-friendly colours.
As part of the agreement, a limited-edition co-branded product range, developed in consultation with West Ham United Women players, will be released. The range will be available through Modibodi and official West Ham United retail channels. Modibodi will also gain brand visibility through pitchside advertising and across West Ham United’s digital platforms.
Rebecca Rowley, West Ham United Head of Partnerships, 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.”
Nathan Thompson, West Ham United Executive Director, said, “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.”
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