Our relationships with periods can be... complicated. So why are we still letting the stigma around one of the most natural human processes hold us back?
According to 2023 research by Nuffield Health, 84% of teenage girls reported losing interest in sports and fitness after getting their first period. Even more concerning, 23% said they felt too embarrassed to participate in physical activities during their menstrual cycle.
But things are starting to change. Leading period underwear brand Snuggs has teamed up with Manchester City Women’s Football Club in a groundbreaking partnership to break the stigma surrounding periods in sports. Together, they’re paving the way for a more supportive environment for young girls and female athletes.
'As athletes, we know the challenges menstruation can bring – but those challenges aren’t limited to just being an athlete,' Man City team captain Alex Greenwood tells Women’s Health. 'It’s important to encourage more open conversations and help people become better educated about the menstrual cycle.'
To celebrate the collaboration, Snuggs has released a co-branded collection of high-performance period underwear in Manchester City’s iconic colourways. The launch is backed by a bold campaign featuring Greenwood, who has also joined Snuggs as an official ambassador.
'Any brand supporting the women’s game means a lot – the more brands that do, the more the game can grow and help reach new audiences, and opens up conversations that sometimes aren’t comfortable for everyone to have' – Alex Greenwood
Alongside the collection, Snuggs and Man City are also creating a Girl’s Academy Period Programme to engage and educate the next generation of players.
'Education on topics like this is really important and for it to be "normalised” at a younger age is essential – not just for females but males too. The biggest thing is understanding what individuals need to still be able to compete at whatever level they are at without the menstrual cycle impacting that,' Greenwood says.
As the first of its kind, this partnership marks a huge wave in brand supporting female athletes and openly acknowledging the barriers that periods, but more so period stigma, can have on burgeoning and professional female athletes.
snuggs x manchester city women partnership
Snuggs x Manchester City Women
'Beyond this collaboration, Snuggs has been actively working to make periods a more open and natural part of sports. We’ve interviewed professional athletes to bring more awareness to the topic, developed our Active range specifically for sports, and collaborated with athletes on social media,' Snuggs founder Linda Sejdova tells WH.
As part of the partnership, Snuggs is committing to donating period underwear to Girls Acadamy players to ensure they have the resources and backing needed to focus on their training.
The collab could not come at a greater time, with the 2025 UEFA Women's Euro's coming up in Switzerland later this year (with England as defending champs), there is a well deserved spotlight on the world of women's football.
'As women's football continues to grow and the demands of the game evolve, it's important for us to continue the conversation around topics that have historically been under-researched – and the impact of menstruation on athletic performance and recovery is one of those areas,' Charlotte O’Neill, Managing Director of Manchester City Women tells WH.
'Through partnerships like this one, and by continuing to have conversations with our players and fans about these topics, we can help ensure that both our current and future athletes are better placed to understand and overcome any challenges that might come their way. '
The Snuggs x Manchester City Women collaboration includes three styles and can support light to heavy coverage for £27. It's available at snuggs.uk.
Brief
Snuggs x Manchester City Women Brief
Brazilian
Snuggs x Manchester City Women Brazilian
Classic
Snuggs x Manchester City Women Classic
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Isabelle Knevett is the Fashion Features Editor at Women’s Health, bringing a wealth of experience in media and fashion since 2019. She has led high-impact PR campaigns for global giants like Adidas and Reebok and has reported on everything from fashion analysis and shopping trends, to deep dive features and investigative reporting. A former professional dancer, she understands the value of quality gym and activewear, making her a true expert in the field. Her work has been featured in Marie Claire Australia, ELLE Australia, Australian Women’s Weekly, WHO and more. When she’s not buried in a fashion magazine or sweating it out the gym or dance studio, you’ll find her reading or writing about fashion, feminism and global politics.