West Ham United Women innovated by becoming the first English football team to present an underwear partner on the vintage test on their official kit.
In a historic decision for the women’s match, the club has teamed up with Modibodi – a brand of leading underwear – whose logo will appear at the back of Hammers shorts throughout the 2025/26 season. This is the first agreement of its kind in the female super league and marks another major step in the disputed of stigma around menstruation in sport.
West Ham was one of the first clubs to go from traditional white shorts to the colors more respectful of the period – and this new partnership is based on this mission to promote inclusion and bodily trust among young athletes.
Modibodi’s objective is to support girls in two who avoid sport during their rules, giving them the confidence necessary to stay in the game. As part of the collaboration, a limited edition collection will be launched later this season, mixing the emblematic Claret and Blue of West Ham with pioneer technology to the evidence of Modibodi leaks – all designed with the seizure of players.
Speaking on the partnership, Rebecca Rowley, head of West Ham partnerships, said: “According to initial conversations with Modibodi, we were really inspired by their commitment to create a positive change and delete the constraints that have long retained women and girls in sport.”
Kerry Cusack, Executive Director of Modibodi, said: “The partnership with the West Ham United women’s team allows us to keep us together and say: your body is not a barrier. Together, we inspire a future where each girl can play with confidence, courage and pride – every day of the month. ”
This partnership is not only symbolic – it is practical and visible progress. By putting a technology to the test of periods directly on the kit, West Ham and Modibodi help to dismantle the barriers that have long limited participation for women and girls in sport.
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