England’s Lionesses Missing Shirt: Helen Hardy of Foudy’s Revolutionising Women’s Football Retail

In this fascinating episode of The Cashflow Show, host Clayton M. Coke is joined by Helen Hardy, founder of Foudy’s, the world’s only official football retailer dedicated to women’s football. Helen shares her journey from a theatre background to launching Foudy’s in 2020, driven by the lack of accessibility to women’s football jerseys. The episode dives into the groundbreaking Missing Shirt campaign, a retro England women’s kit honoring overlooked Lionesses from 1984 to 2019. With proceeds supporting grassroots women’s football, Helen discusses the commercial viability of women’s sports, the challenges of entrepreneurship, and the cultural significance of this symbolic jersey. 

Key Discussion Points

• Foudy’s Mission: Launched in 2020, Foudy’s aims to prove the commercial viability of women’s football by offering women’s jerseys 365 days a year, starting with WSL lettering rights. 
• The Missing Shirt Campaign: A retro England women’s kit, designed with artist Hattie Crowther, features a blank crest with “Unsupported. Unaffiliated.” and honors players from 1984–2019. 
• Historical Context: Pre-2019, England women’s players wore ill-fitting men’s kits, highlighting institutional barriers in women’s football. 
• Grassroots Support: Proceeds from The Missing Shirt fund grassroots women’s football to ensure future generations have resources and visibility. 
• Entrepreneurial Challenges: Helen overcame skepticism, secured Nike authentication, and rode the wave of women’s football’s growth, especially after England’s 2022 Euros win. 
• Business Growth: Foudy’s leverages The Missing Shirt to give back, not for profit, while leading global sales of Lioness shirts during the 2025 Euros.

Key Takeaways

• Women’s football has faced decades of underfunding and lack of proper kits, with The Missing Shirt symbolizing progress and past struggles. 
• Foudy’s success proves the commercial potential of women’s sports, with global interest surging post-2022 Euros. 
• Grassroots investment is critical to sustain women’s football’s growth across all levels of the pyramid. 
• Entrepreneurship requires optimism, iterative growth, and persistence, as shown by Helen’s journey from a bedroom startup to Nike’s 23rd authenticator. 
• Passion projects like The Missing Shirt can strengthen brand loyalty while driving social impact.

Notable Quotes

• “I wanted to evidence the commercial viability of women’s sports, of women’s football in particular.” – Helen Hardy 
• “We stand on the shoulders of historic Lionesses… this jersey represents the women of the past, present, and future.” – Helen Hardy 
• “Build from a tiny little idea up… iteration by iteration, and have eternal optimism in what you’re doing.” – Helen Hardy

Actionable Insights for Businesses

1. Identify Niche Markets: Like Foudy’s, target underserved markets (e.g., women’s sports) to build a loyal customer base and prove commercial viability. 
2. Leverage Storytelling: Use products like The Missing Shirt to tell compelling stories that connect with customers emotionally and culturally. 
3. Invest in Social Impact: Allocate proceeds to causes like grassroots sports to enhance brand purpose and community engagement. 
4. Embrace Iteration: Start small, as Helen did with 10 website items, and refine your business model through continuous improvement. 
5. Persist Through Skepticism: Maintain optimism and keep advocating for your vision, even when facing rejection, as Helen did