Women’s football in England has undergone a remarkable transformation over the last decade. Since 2020 in particular, the game has surged into the mainstream, fuelled by the success of the Lionesses, growing attendances in the Women’s Super League (WSL), and increasing visibility across media and commercial platforms. Today, more than three million women and girls are involved in football across England, a figure that reflects just how far the sport has come from the days when female participation was often overlooked.
Yet for all the progress on the pitch, many aspects of the women’s game have struggled to keep pace. From poorly fitted kits to limited retail options and equipment designed primarily for men, female footballers have often been forced to adapt rather than being properly catered for. It is a gap that the Geordie entrepreneur Hellen Hardy is determined to close.
Through her partnership with Foudys and the expansion of her vision into Manchester, Hardy is driving what many see as a long-overdue revolution in women’s football retail. This is not simply another football shirt store. It is a statement that women’s football deserves the same professionalism, quality and attention as any other area of the sport.
The issue goes beyond merchandise. Research has repeatedly highlighted that female players are more susceptible to certain football-related injuries than their male counterparts, partly because equipment and resources have historically been developed with men in mind. In recent years, leading sports brands have begun releasing boots specifically designed for women’s feet, following pressure from campaigners and MPs who challenged manufacturers on their lack of investment in female athletes.
That is where businesses such as Hellen Hardy’s are making a tangible difference. Alongside specialist retailers such as Manchester Laces and Foudys, the focus is shifting towards creating products, environments and experiences built specifically for women in football. It is an acknowledgement that the women’s game is not a copy of the men’s game, but a thriving sport in its own right.
Speaking to Hardy, it quickly becomes clear that her ambitions extend beyond players alone. “It’s about creating a more comfortable environment,” she says, referring not only to female footballers but also to women attending matches as supporters.
For many, Hardy’s impact is already being felt. One Manchester City mother described her work as “changing the women’s game,” reflecting on how opportunities for young girls today are vastly different from when her daughter first started playing.
As women’s football continues its rapid rise, Hellen Hardy’s mission serves as a reminder that progress is not only measured by goals and trophies. Sometimes, real change begins off the pitch. For many in the women’s game, that change is only just getting started.
