Foudys, the world’s first ever store dedicated exclusively to women’s football, has opened in Manchester.
Back in 2020, Helen Hardy began Foudys, with the goal (pardon the pun) of addressing a fundamental gap in the market, regarding the lack of access to official women’s football merchandise.
She began the brand by supplying shirts with women’s players names on the back, something that shockingly has not been widely available until now. The business has since rapidly grown into a highly respected name, working with global brands such as Nike, Adidas and Puma.
As Hardy rightly said: “Women and girls are underserved by traditional sport retailers. Currently we see store environments created through the male lens, an overwhelming focus on male products and aesthetics that are geared toward football-mad boys.
“The staff are used to selling to men and boys who often grow up with an innate knowledge of football products. Through our online store we can see what our customers want and need is different.
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“They like a mix of performance and lifestyle products, more specialist advice and a non-intimidating environment where they feel comfortable to ask any product questions. This is what our Foudys store will deliver.”
A giant football scarf instead of a ribbon cutting at FoudysFoudys celebrates the women’s football game
After developing a loyal community of players and fans across the globe, Foudys has finally branched out into a new in-person two-storey retail store here at Manchester’s Great Northern Warehouse, on Deansgate – and where better to have it than a city so synonymous with football?
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The store is set to stock official merchandise, exclusive handpicked collaborations, limited-edition ranges, performance products tailored specifically for female athletes, plus some must-have fashion collections inspired by women’s sport.
There’ll be a whole section of performance wear like sports bras, football boots and more, plus football shirts you can have customised with printing in-store.
This isn’t just a shop – it doubles up as a cultural hub for the women’s game, with events in the store including watch parties, panini sticker swaps, player panel discussions and sewing workshops to fix damaged football kits.
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A glimpse inside Foudys in ManchesterYou can pick up performance wear as well as merch and fashion pieces
The new Foudys opening represents a wider significant step forward for women’s sport, as the demand for women’s football continues to soar with record-breaking attendances, increased media rights deals and rising brand investment.
This is reflected by Deloitte’s* findings showing that in 2026, global revenue in women’s elite sports is predicted to exceed US$3 billion for the first time, marking a 25 per cent increase over 2025 and 340 per cent growth since 2022. However, retail is currently not sufficiently reflecting this shift, which is something Foudys aspires to change.
“There’s been huge progress on the pitch and in media coverage, but the commercial ecosystem hasn’t fully caught up,” Hardy added.
“Retail is a critical part of that. This store is about creating a space where fans and players feel seen, represented and catered for, something that hasn’t existed before at this scale.
“Foudys has always led from the front, being the first to put female players’ names on the back of shirts and providing exclusive access to products from the US NWSL League and the TOGETHXR range. This is the next step in that journey. We want to break barriers and show what women and girls need from a sports store.”
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Foudys is named after USA Legend Julie FoudyPieces in store celebrate the Lionesses’ big wins
Foudys hopes to become the global home of women’s football retail and culture, with their in-person store being a crucial step in bridging the gap between performance and lifestyle.
In 2024, the Sports Innovation Lab* found a significant disparity in sport retail, highlighting that for every nine pieces of men’s sport merchandise available, there is only one piece for women’s sport. While in the same study, it was revealed that women’s sport fans spend more on merchandise and make more purchases per year than men’s sport fans.
Foudys prides itself on its inclusive community feel, with staff trained to help explain their products in a way that is accessible, whether you’re a complete newbie or consider yourself a pro.
Their expert team is on hand to help players consider a wide variety of boot options, as well as providing a safe space for sports bra advice, fittings and help on the best period underwear for performance. What more could you ask for?
The Foudys store is now open (from 25 June 2026) at 293 Deansgate, Manchester.
Manchester City reveal world-first third kit… designed by AI
Daisy Jackson
Manchester City have just revealed the club’s third kit for the season, and it’s a world-first AI-designed kit.
The new Man City and Puma kit was revealed in full this morning after days of teasing on billboards across Manchester.
For the first time in professional football history, the kit is designed by a fan, using AI.
180,000 fans submitted designs through the Puma AI Creator, with the winning design now projected on some of the city’s biggest digital billboards – on Market Street, and at Printworks.
Created by lifelong Cityzen and stills photographer Elliott, the final design is inspired by Manchester City’s iconic 13/14 season away shirt.
Elliott’s creative interpretation was crowned in January 2025 after a global fan vote.
The digital billboards show each different stage of the AI design process, from prompt to finished design, with the tagline ‘designed by one of us, chosen by all of us’.
The AI Man City kit reveal
Eagle-eyed Man City fans may have noticed a cryptic ‘loading’ screen in town on Tuesday, with just a hint of the shirt visible.
Then on Wednesday, the screens displayed: “AI prompt accepted. Fan vote confirmed. Final Manchester City 26/27 Third Kit design processing.”
Then the full reveal has taken place today, Thursday 27 August, finally unveiling the full shirt with the words: “Designed by one of us. Chosen by all of us”.
Reacting to live images of the billboards, Elliott said: “Seeing my complete design revealed on billboards in the city centre this morning was unbelievable.
“City has been part of our family’s life for as long as I can remember, so this is as good as it gets for me.
“Creativity is naturally part of my everyday life as a photographer, but it was good to turn my hand to something else and see what could be created with the use of AI.
“The 13/14 away shirt was always my favourite, so it felt like the natural starting point for my prompt. From there, it was amazing to see the technology take that spark of an idea and turn it into something I could actually shape and refine.
“To know that a shirt I designed on my lunch break will now be worn by the players is something I still can’t quite get my head around!”
The 26/27 Manchester City Third Kit will be available at mancity.com/shop and Manchester City Official Stores, with 10% off for Members and Seasoncard holders (automatically applied when logged in with a Member account online).
Iconic Manchester United pub reopens after major £400k refurb
Daisy Jackson
An Old Trafford pub that’s long been a favourite with Manchester United fans has reopened its doors after a major refurbishment.
The Tollgate has had a £400,000 investment to become a ‘Grandstand’ sports pub, with gigantic HD screens throughout, tiered seating so you always have a great view of the action, and a menu of classic pub bites to pair with your pint.
There’ll be a big event atmosphere with all key sporting fixtures shown throughout the week, including football, rugby, cricket, tennis, F1, darts, horse racing – you name it, The Tollgate will show it.
The enormous outdoor area has also been refurbished, with new outdoor TV screens and Marston’s ‘Order & Pay’ app letting you order a round from your seat without missing a goal.
You’ll even find screens outside the loos…
Soon, local artist Pic One will be painting a mural onto the side of the pub, making it even more of a landmark boozer for Old Trafford.
The huge new main HD screenInside The Tollgate after its refurbThe Tollgate’s installed a TV box outside
Back inside, you’ll find a regulation dart board and a pool table, with new competition leagues and ‘free to play’ recreational sessions taking place throughout the week.
As well as a smart new interior packed with local sporting memorabilia, The Tollgate has installed market-leading technology, including one particularly gigantic HD screen, along with multiple other HD screens in every area, and a state-of-the-art sound system.
As you pass by, you might spot a huge TV box outside the pub, which has been installed to reflect how big the screen inside is.
The Tollgate is offering fans and customers a chance to shape its future – they’re calling out for locals to provide more photographs and merchandise to decorate the space, including mementos to celebrate the achievements of local sports stars and teams.
United memorabilia on the wallsInside the new-look The TollgateA cosy corner of The Tollgate
On the menus, you’ll find a new menu of perfect pub bites, including sharing combo boxes, chicken wings, nachos, and burgers.
There’ll be bottomless fries on offer for local sports teams who manage to get their hands on a ‘Black Card’, with even more rewards if they win their game.
And all draught beer (and there’s a lot of it) is now available in two-pint cups.
To celebrate its launch, the pub invited a fellow Manchester United icon Ying-Hoi Soo (affectionately known to Reds as ‘Mr Miyagi’) to pull the first pint and officially mark the pub’s opening.
Ying is recognised for his selfless charity work, and The Tollgate plans to work closely with Ying in the future to support this.
The new Grandstand pub concept has been introduced after research revealed that 86% of sports fans prefer to watch games at sports pubs, thanks to their livelier atmosphere, better screens, and community feel.
A huge two-pint beerThere’s a pool tableAnd dart board insideThe food offering
Marston’s picked Tollgate as one of the pubs to receive the Grandstand makeover due to its involvement with local sports teams, community groups and charities.
Pub Partner, Michael McLoughlin, said: “We’ve loved welcoming the community back with open arms!
“The response has been fantastic to our food and drink offers, as well as the new technology to watch all kinds of sports – we’re thankful that our pub is always full of good vibes, and real community spirit.”
Lydia Mastrolonardo -
25th June 2026 
