Modibodi Becomes Official Period-Proof Underwear Partner for West Ham Women

The innovative brand Modibodi, known for its leak-proof apparel and underwear, has been named the official partner for back-of-shorts and period-proof underwear for West Ham United Women’s team.

This partnership is described as a “groundbreaking” initiative, making Modibodi the first period-proof underwear brand featured on kits in women’s football. The Modibodi logo will be prominently displayed on the backs of the West Ham United women’s team shorts during the Barclays Women’s Super League and domestic cup competitions.

In addition to the kit sponsorship, Modibodi will gain visibility through pitchside advertising, branded press backdrops, and across the digital platforms of West Ham United.

Fostering Change in Women’s Sports

West Ham United has taken a significant step by moving away from white shorts to more period-friendly colors. This collaboration aligns with both brands’ goals to break stigmas, challenge norms, and eliminate barriers in sports for women and girls.

Rebecca Rowley, head of partnerships at West Ham United, expressed her enthusiasm, stating that the discussions with Modibodi were inspiring. She highlighted their dedication to positive change, aiming to remove restrictions that have historically affected women and girls in sports.

Empowerment Through Quality Products

Rowley emphasized that the quality of Modibodi’s products combined with their shared mission will drive significant change within the industry. She expresses pride in providing a platform that amplifies Modibodi’s message of empowerment, not just in football, but beyond.

Limited-Edition Co-Branded Products

To celebrate this collaboration, Modibodi and West Ham have launched a limited-edition co-branded range. This collection, developed with input from the players of West Ham United Women, features their popular seam-free bikini, cheeky briefs, and thongs in the club’s classic claret, cerulean blue, and black colors.

Kerry Cusack, executive director at Modibodi, remarked, “This partnership reinforces that sports should be about possibilities rather than limitations. Our goal at Modibodi is to ensure that no girl ever feels sidelined due to her period.”

Creating a Confident Future

She went on to say, “Working with West Ham United Women empowers us to declare that your body should not be a limitation. Together, we aim to inspire a future where every girl plays with confidence and pride, every single day of the month.”

Established in 2013, Modibodi is a B-corp-certified company leading the way in promoting leak-proof period underwear. Their variety includes not just underwear, but also activewear, swimwear, and specially designed options for teens.

A similar trend has been noted with London-based period underwear brand Snuggs, which recently partnered with Manchester City Women’s football club to introduce a co-branded line of high-performance period pants in March 2025.