For decades, advertising has told us period blood is blue. 90% of us don't believe periods are shown realistically in ads or entertainment, and 80% of girls say they'd feel ashamed to leak in public. So when period care brand Here We Flo became Official Back of Shorts Partner of Chelsea FC Women, we didn't just put a logo on a kit — we put it exactly where the shame lives. On the opening night of the 2025/26 Women's Super League season, the reigning champions walked out at Stamford Bridge and warmed up in front of a full stadium in shorts deliberately marked with period blood. No apology. No blue liquid. No hiding it. Chelsea were the right club to do it: the first team in the league to ditch white shorts, the first to hire a menstrual cycle coach. Together we turned the most-photographed pitch in women's football into a stage for the thing nobody photographs. The stunt was joined by a portrait series — players fierce, funny and proud, holding Flo products like trophies — and hand-painted placards asking the questions the game has never had to answer. Because the opposite of shame isn't silence. It's pride.