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Fearless backs women’s football ecommerce firm


Fearless Adventures has invested in Manchester-based women’s football ecommerce business, Foudys.

The company specialises in official women’s football merchandise, including Women’s Super League and Champions League shirts.

It was founded in 2020 by Helen Hardy, who’s also known as a BBC commentator and summariser.

“I’m so excited to work with Fearless Adventures,” explained Hardy.

“They’re entrepreneurs who have been on fast growth journeys, and their experience and expertise are hugely valuable. For me, this journey is about so much more than launching a successful e-commerce business, it’s about growing women’s football by increasing brand awareness and spotlighting products that focus solely on the women’s game. Unlike other investors, the Fearless Adventures team understands my motivations offering a tailored approach that will help take Foudys to the next level.”

Details of the investment haven’t been released, but Wilmslow-based Fearless Adventures stated that the women’s sports apparel market was now valued at $26.8bn and continued to grow.

The venture capitalist stated that it would “inject cash, support fulfilment and provide growth marketing expertise” to help scale the ecommerce brand internationally

“We are looking forward to supporting Helen and Foudys on its growth mission. We truly believe that Foudys will be the standout disruptor in women’s football with customers searching for something other than the male-centric retail platforms,” said Rachel McDonald, Managing Director, Fearless Adventures.

Foudy’s has the WSL printing rights for the UK and Europe and has recently signed deals with Nike and Puma.

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