Chelsea FC Women, current Women’s Super League champions, opened their season not just by defending their title but by confronting one of sport’s quietest taboos: menstruation. The team walked onto the pitch during warm-up wearing shorts visibly marked with simulated period blood, unveiling a new partnership with period care disruptor Here We Flo.
From the 2025/26 season, Here We Flo will become Chelsea Women’s official back-of-shorts sponsor, but the launch campaign makes it clear this is about more than branding. The aim is to dismantle period shame in football and beyond, pulling menstrual health out of the shadows and into mainstream conversation – and frankly, we’re impressed. It’s rare to see a top-flight club put its platform behind something this bold.
Why “We Don’t Bleed Blue”
For decades, adverts and TV have replaced menstrual blood with blue liquid, reinforcing the idea that periods must be hidden or sanitised. Chelsea Women and Here We Flo’s campaign, bluntly titled We Don’t Bleed Blue, rejects that narrative. By showing blood-like marks on the pitch, they are challenging outdated stereotypes, encouraging honest representation, and signalling to young fans that periods are nothing to hide.
Chelsea have form in this area. They were the first WSL team to switch from white to dark shorts after players raised concerns about comfort during menstruation. They also pioneered the league’s first dedicated menstrual cycle coach to help athletes train and perform around their cycles. Here We Flo brings the same energy off the pitch. Founded by women of colour, the B Corp-certified brand has built its reputation on bold, eco-friendly products and equally bold messaging, from tampon boxes with cheeky slogans to campaigns challenging period taboos.
Here We Flo’s products, organic bamboo pads, cotton tampons without synthetic fibres, and size-inclusive period pants made from sustainable cotton, are designed to be gentler on bodies and the planet. Its founders describe the brand as a “fempire” intent on reshaping how we talk about menstruation, matching Chelsea Women’s ambition to make periods visible and normalised in sport.
Both organisations are champions in their fields. Chelsea is top of the WSL, and Here We Flo is the UK’s fastest-growing period care challenger. Together, they’re making a simple point: periods are a normal part of life and performance.
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Research behind the campaign highlights how entrenched period shame still is:
- 90% don’t believe periods are shown realistically in adverts or entertainment
- 83% of Brits want more open conversations about menstruation
- 82% have hidden a tampon or pad up their sleeve
- 80% would feel ashamed if they leaked in public
Census Survey
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.”
Aki Mandhar, CEO of Chelsea FC Women, added:
“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 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.”
If the opening match is anything to go by, Chelsea Women won’t just be winning games this season – they’ll be winning the fight to make menstruation a normal, open part of the conversation, both on and off the pitch.
Nonchalant x
This article was written by one of our creative team writers here at Nonchalant Magazine.
