Norwich City has agreed a new partnership with War Paint for Men, who will become the club’s back of shorts and warm-up wear partner.
War Paint for Men’s branding will be featured on the back of players' shorts and on the front of the first-team warm up wear, promoting wellness for men.
War Paint for Men aims to break the stigma of makeup being exclusively for women by helping men feel comfortable about wearing makeup.
The organisation was founded by Danny Gray, who suffers from body dysmorphia and has become a pioneer for mental wellness for men.
Speaking about the partnership, Gray said: “I’m proud to be working with a club like Norwich City FC who aren’t afraid to take a stand and put men’s mental health in the spotlight. I’m so excited to see what we can achieve together and how we can make positive change."
“I was inspired to create War Paint due to my own mental health struggles so it has never been solely about makeup for me, it’s about giving men confidence and more choices in their personal care - both mental and physical. My priority isn’t to get the players wearing make-up, I want to stimulate positive conversations about men’s mental health."
Ben Kensell, Chief Operating Officer at Norwich City said: “We’re delighted to welcome War Paint to the Norwich City family. Daniel and his team are clearly very passionate about their products and what they stand for.
“They also have a very clear commitment to important messaging around mental health and wellbeing, are keen to encourage positive discussions and challenge stereotypes. We’re very much looking forward to a successful partnership and joining them on that journey.”
Norwich City legend Darren Eadie, who has himself sufferred with mental health issues in the past, added: “I’ve been a big advocate for men’s wellbeing within football, sport and general life. Football is a very masculine environment but in any walk of life you need to have confidence and football is a big advocate for that.
“When you go for a job interview or go to work you need to be your most confident as that’s when you’re most productive.
“Whatever you do, whether it’s putting on makeup, wearing different clothes or dyeing your hair - you’re doing all the things you can to be at your most confident level. This football club is very inclusive and this partnership is getting a message out to a very masculine environment.”