FOUDYS Founder Helen Hardy on Tackling Inequality in Women’s Football Merch | Powered by Klarna

In this in-depth episode, powered by Klarna, we’re joined by Helen Hardy, the founder of FOUDYS, to explore the challenges and triumphs surrounding merchandise accessibility in women’s football. Helen shares the personal experiences and moments that inspired her to create FOUDYS, a brand born from a passion project and the need for more representation in women’s football merch.
We discuss her journey from creating replica shirts to building a brand that has transformed her life and the landscape of women’s football merchandise. Helen sheds light on the persistent merch gap, where despite the growing interest and enthusiasm around the women's game, fans still face limited options. Why does this disparity still exist, and how can it be overcome?
We also dive into FOUDYS' exciting partnership with Klarna and how it aims to support the growth of women’s football. Helen shares the story behind the collaboration, and we take a closer look at the Klarna x Sophie Hird football shirt, unpacking the meaning behind the number 78 on the back.
Finally, we explore Helen’s insights on what the retail industry can do to close the merch gap and drive equality in women’s football. With many more discussions about inequality, representation, and the future of the sport, this is an episode you won’t want to miss!
Follow Helen Hardy on Instagram: / helenfootball
Follow FOUDYS on Instagram: / wearefoudys
Check out FOUDYS website: foudys.com
Follow She Scores on Instagram: / shescoresuk
Special thanks to Klarna for making this episode possible. Learn more about them here: klarna.com