West Ham United Women broke new ways by being the first team in English football to offer a periodic underwear partner in her official kit.
In a groundbreaking change for the women’s play, the association switched a partnership with modibodi – a leading underwear brand – under the hammer shorts in the 2025/26 season. It is the first deal of its kind in the Super League of women and is another important step to question the stigma in terms of menstruation in sports.
West Ham was one of the first clubs to switch from traditional white shorts to hard-working colors-and this new partnership builds on this mission to promote inclusion and body trust in young athletes.
Modibodi’s goal is to support those of two girls who avoid sport during their period and to give them trust, to stay in the game. As part of the collaboration, a co-branded collection in limited edition will be used later this season and West Ham’s legendary Claret and Blue with the groundbreaking and tasty tech tech from Modibodi-All will be designed with player input.
Rebecca Rowley, head of West Ham’s partnerships, said about the partnership: “From the first conversations with Modibodi, we really inspired our commitment, create positive changes and to eliminate restrictions that have held back women and girls in sport for a long time.”
Kerry Cusack, Executive Director of Modibodi, commented: “The partnership with the women’s team from West Ham United enables us to stand together and to say: Your body is not a barrier. Together we inspire a future in which every girl can play with confidence, courage and pride every day – every single day of a month.”
This partnership is not only symbolic – it is more practical, visible progress. Due to the direct view of the technical technologies, the KIT contribute West Ham and Modibodi to reduce the barriers that have long limited participation in women and girls in sports.
Read the latest content of fashion, culture and lifestyle of 90 minutes