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Foudys X Fearless Adventures

We’re kicking off the year with huge news! Fearless Adventures has partnered with women's authentic football merchandise brand Foudys. 

We will provide investment as well as fulfilment support and growth marketing expertise to help scale the fast-growing direct-to-consumer (DTC) ecommerce brand globally.

Introducing Foudys

Founded by Helen Hardy in December 2020, Foudys fulfils an unmet need for the swelling number of female footy fans. It prints official, authentic club football jerseys and fan apparel for different leagues such as the Women’s Football League (WSL) which includes Manchester United, Arsenal, Chelsea and Liverpool. 

When Foudys launched it wasn’t possible to purchase WSL shirts with the correct letters and badging specific to the women's game directly from clubs, making Foudys the only option for women’s club supporters. Previously, their only other was to wear men's league shirts.

Helen Hardy founded Foudys in 2020 in her bedroom in Manchester. A native Geordie and football shirt collector, Helen has been working in women’s football since 2019 with the BBC and others to spotlight the women’s game as a pundit, summariser and co-commentator. She is also a passionate voice for women’s equality in football as well as LGBTQ+ rights. 

Why did Fearless Adventures invest in Foudys? 

This latest deal with Foudys sees Fearless Adventures tap into the fast-growing women's football arena. Additionally, as a proud signatory of the Investor in Women Code, this continues to highlight Fearless Adventures as a stand-out investor for female founders.

Since launch, Foudys has won WSL printing rights in the UK and recently in Europe, making it well placed to win new licences around the world. It has also just signed contracts with sportswear giants Nike and Puma. So the investment will allow the business to increase its stock-buying capability and offer grassroots kit supplies for the women’s game. 

Rachel McDonald, Managing Director, Fearless Adventures, added: "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.

Oli Connolly, Investment Director, Fearless Founders commented: “We’re actively investing in businesses with a strong purpose led by passionate, inspiring founders. Helen and Foudys are exactly this. With women’s football suddenly surging in popularity, demand for Foudys has been on fire and its recent deals with the biggest names in sports are evidence of this.”

Why Foudys chose Fearless Adventures? 

Helen Hardy, founder of Fouudy’s commented: “I’m so excited to work with Fearless Adventures. 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 ecommerce 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 Foudy’s to the next level.