Arsenal and Dirt is Good tackle period taboos

By Evie Moysen on Monday, February 24, 2025

Dirt is Good, Persil’s progressive brand platform, has teamed up with Arsenal Football Club to challenge the stigma surrounding menstrual blood in sports.

The campaign aims to encourage women to regard period stains with pride, much like any other mark of grit earned on the field.

The statistics are startling: over 75% of UK girls aged 15-18 have withdrawn from sports due to periods, with 62% citing fear of stains as the reason.

Unveiling around Arsenal Stadium and aligning with the North London Derby, the initiative features sports icons like Beth Mead addressing period blood stigma head-on.

The football club have also introduced “Arsenal in the Community,” workshops designed to educate on periods, encourage empathy, and ensure young athletes continue their sports journey, celebrating every part of the game.

“We believe that everyone should feel empowered to play on, enjoy going outside, getting stuck in, and getting dirty. Together, we’re backing every player to stay in the game – without fear, without shame, without holding back.”