Chelsea FC Women is proud to announce a new partnership with the female owned and led period care brand Here We Flo as the club’s Official Back of Short partner. Both brands share the same goal: to destigmatise periods, normalise playing sports while women and girls are on their periods, and challenge how they are presented in the media.
In research carried out by Here We Flo, 80% of girls say they would feel ashamed if they leaked in public and 90% do not believe periods are shown realistically in advertising. These are stark statistics and so Chelsea and Here We Flo are joining forces to bring change to how periods are perceived and put menstrual health and period empowerment into the spotlight.
This new partnership marks the beginning of the We Don’t Bleed Blue. We Bleed. Period campaign. To launch this campaign, Chelsea players walked out onto the pitch at the opening game of the season with deliberately stained shorts to demonstrate the reality of periods and promote pride and confidence while playing sports, whether you are on your period or not.
At Chelsea we believe our players’ menstrual health is just as important as any other aspect of their physical wellbeing. That is why we became the first team to hire the league’s first menstrual cycle coach to give our players support and confidence when it comes to understanding and managing their periods.
Together with Here We Flo – who are leading the way when it comes to period care products that are both better for women and more sustainable – we want to rewrite the rules and smash the stigma around periods to set a positive example for girls that they can feel confident and empowered on their period. And this bold stunt and disruptive campaign is just the start.
Aki Mandhar, CEO of Chelsea FC Women, said: ‘At Chelsea we want to break down barriers and inspire change. We want to reset the narrative about periods, normalise them and in doing so empower and inspire the next generation of young girls, whether they play sport or not. Periods should be a source of strength and confidence for girls, not a hinderance.
‘We are thrilled to be joining forces with Here We Flo on this campaign. They are challenging the status quo when it comes to period products and together we can change perceptions for the better.’
Susan Allen-Augustin, co-founder of Here We Flo, said:
‘Women’s football is one of the most powerful platforms for change, and with Chelsea FC Women, we’re using that spotlight to shatter period stigma. These players are role models on and off the pitch, showing the world that strength and success don’t pause for our cycles. Together, we’re proving that when we talk openly about periods, we empower everyone to play, thrive, and win without shame – blood, sweat and all.’