Rapinoe Kicks Off 'Period' Push For Knix

by Fern Siegel , July 24, 2024

Former soccer star and Olympic gold medalist Megan Rapinoe is kicking off a new conversation: women athletes discussing their periods.

She is the face of Knix's new "Sport Your Period" campaign. The initiative is part of a larger conversation on women. In its survey of 300 athletes, Knix found 99% competed during their period at an international competition, and 75% have a fear of leaking while competing.

Rapinoe noted 1 out of 2 teens skips sports or drops out because of their period.

To break the silence, Knix, a fast-growing intimate/apparel brand, tapped the Rethink agency for creative. It planned a New York Times ad placement and an OOH billboard in Times Square.

Knix will also pay eligible athletes competing at the national or international level up to $2,000 each for speaking publicly about their periods and the sport they play. The goal is to inspire a confident new generation of women competitors.

“Women often get paid less to participate in sports, and compete while managing their periods. So why not pay them to talk about it?” says Joanna Griffiths, founder-president of Knix.

“It’s staggering to see the impact that periods have in sports and yet unless we see a visceral image of a marathon runner bleeding through her shorts, or an entire industry rebelling against wearing white, it’s not something that is spoken about. This campaign will make a difference in the way people talk about periods in sports,” she added.

ad campaign, health and fitness, sports, women

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