Chelsea players wear stained shorts to destimgatise periods

Chelsea are the first club in the WSL to hire a menstrual cycle coach.

Chelsea beat Manchester City 2-1 in the WSL on Friday night. Pic: John Walton/PA Wire.

Chelsea players wore stained shorts as they warmed up for the club's Women's Super League clash with Manchester City on Friday night. It was part of the club's partnership with period care brand Here We Flo.

The club said that players wore the shorts to "demonstrate the reality of periods and promote pride and confidence while playing sports, whether you are on your period or not".

Chelsea are the first club in the league to hire a menstrual cycle coach, "to give our players support and confidence when it comes to understanding and managing their periods".

No shame. No stigma. Period 🚫#WeDontBleedBlue | @HereWeFlo pic.twitter.com/bZlMDV9zi9

— Chelsea FC Women (@ChelseaFCW) September 5, 2025

Research carried out by Here We Flo, found that 80% of girls say they would feel ashamed if they leaked in public and 90% do not believe periods are shown realistically in advertising.

"At Chelsea we want to break down barriers and inspire change," said Aki Mandhar, CEO of Chelsea FC Women.

"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 hindrance.

‘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.’

Proud to announce @HereWeFlo as the new Official Back of Shorts partner of Chelsea FC Women. ❤️#WeDontBleedBlue pic.twitter.com/uZYmfyZ2Z8

— Chelsea FC Women (@ChelseaFCW) September 5, 2025