West Ham United Women became the first team in the UK football match, underwear partner featuring the official kit.
In a landmark move in the women’s competition, the club partnered with Modibodi, a leading lingerie brand, with its logo set to appear behind the hammer shorts for the 2025/26 season. This is the first deal in the Women’s Super League, marking another important step in challenging the stigma around the sports menstruation.
West Ham was one of the first clubs to transform from traditional white shorts to more friendly colors – a new partnership that promotes inclusion and physical confidence in young athletes.
Modibodi’s goal is to support the goal of avoiding two girls who avoid sports during exercise, giving them the confidence to stay in the game. As part of the collaboration, the limited edition co-brand series will be launched later this season, blending West Ham’s iconic Claret and Blue with Modibodi’s pioneering leak technology – all designed by player input.
Rebecca Rowley, Partnership Leader at West Ham, said of the partnership: “From the initial conversation with Modi Bodi, we are truly under their commitment to creating positive change and eliminating restrictions that have long suppressed women and girls in sports.”
Kerry Cusack, executive director of Modibodi, commented: “Working with the United Women’s Team of West Ham allows us to stand together and say: Your body is not an obstacle. Together we inspired a future where every girl can be filled with confidence, courage and pride – every day of the day.”
This partnership is not only symbolic, but also practical, visible advancement. By putting periodic technology directly on the kit, West Ham and Modibodi are helping to remove long-standing barriers to women and girls’ participation in sports.
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