HELEN HARDY
“The reality of my world (sports retail) is that people want it. Don’t underestimate the power of the female athlete.”
Meet Helen Hardy, a women’s football fan who has founded two women’s football entities: Manchester Laces, the largest inclusive women’s & non-binary football club in Manchester and a two-time national award winner, and Foudy’s, the first women’s football retail site in the world.
“I grew up in Newcastle upon Tyne which is a major footballing city. Everyone loves football and I fell in love at a young age. I remember going to watch Newcastle Men play as a 6 year old and loving the community, the energy and the sport. Sadly in the 90s there were no major spaces supporting women who played or wanted to engage in football.”
“My Dad existed as an ally in an era where there weren't many male allies. He would share articles about women in sport and he would champion my love of sport. I remember him telling me about the 1999 women’s world cup team that sold out a 90,000 arena. I was amazed as I'd never heard of women playing football professionally at that point.
A lot of other men in my life would dismiss women in sport but he was always there to chat to and he never belittled me. As a little girl he would help me pick out my favourite football kits and on Christmas's and birthdays he would get me kit and then play football in the garden with me and really test my ability. He's so proud of what i'm doing in football and 99% of our chat is about football (both men’s and women’s). He's a big Lionesses fan!”
A PIVOTAL SPORTING MOMENT
“The 1999 Women's World Cup Final where USA lifted the trophy in front of 90,000 fans was extremely memorable for me. Brandi Chastain ripping off her shirt to celebrate and Julie Foudy (the namesake of my business) rocking the midfield was great.
I'm so inspired by those women because they fought so hard to promote the team in an era when it was hard to grab attention as women in sport. The tournament was hosted in small stadiums and they fought to play in big stadiums and they sold them out. What a group of icons!”
HOW BRANDS CAN SUPPORT WOMEN IN SPORTS
“Reflect on the opportunity, not the initial cash pay out or the short term win. Sponsoring a Ronaldo level of athlete is expensive with quick and short wins. Sponsoring a Lucy Bronze or Chloe Kelly is relevant for longer, reaches all sports demographics and has more of a social impact.
Don't underestimate the power of the female athlete.
If you're a major brand think about the partners you're working with to produce and create. For instance, brands using male dominated creative agencies where the photoshoot set is full of men who know nothing about the athlete or the sport. Instead there's companies like IN:MOTION who are a female owned sports creative agency who intentionally fill the set with female production talent. In my industry the comparison would be working with male-led kit production teams on women's football kit. Especially when Foudys exists to be creative and produce specifically in women's sports.”
“Sport creates access to community which is one of the most important things you can get in your life.”
