• by Les Luchter , August 15, 2025

Four weeks from this Sunday, Kristen Bell could win her first Emmy award for starring in Netflix’s “Nobody Wants This.”

Meanwhile, demonstrating what women do want, the 45-year-old actress prances about in Knix leakproof underwear as the star of “You’re Good,” a campaign that broke earlier this week on connected TV and digital media.

Designed partly to support the Canadian brand’s U.S. expansion, “You’re Good” launches as Knix today opens its first U.S. store in New York’s Soho neighborhood.

Now boasting 19 stores in Canada as well as the NYC outlet, the company plans to open another two or three locations in the U.S. over the next year, as well as several more in Canada, Vice President of Brand Luke Vachon tells Marketing Daily.

“Am I good?” Bell asks, dancing around and exercising in a top and underpants worn outside her tights, in a :15 spot.  “Knix leakproof, oh you’re good,” she answers. “You’re really good.”

The brand explains that “You’re Good” is a phrase common to women who have had “the sudden realization that you may have just leaked, and you ask a friend, a sister - or even a stranger – ‘Can you check me?’ - while desperately waiting to hear those magic words.”

 “I’ve been wearing @knix for over a decade and i’m obsessed with their leakproof underwear,”  Bell writes in a social media post that’s part of the campaign. “They’ve seen me through all of life’s situations so it’s a real honor to wear them publicly!”

The campaign, created by the Red Antler agency, also includes a :60 video.

In New York specifically, Bell will also adorn a billboard going up near the store, a “takeover” of the nearby Spring Street subway station for over a month starting in late September, and two activations: a mobile pop-up on Sept. 19 featuring, per Vachon, a “sweet + salty period cravings menu” a leak confessions activation, and complimentary leakproof products, followed the next day by a block party outside its store “with more giveaways, treats, and immersive activations.”

In Knix’s home base of Toronto, meanwhile, a six-week streetcar wrap has already begun. In Vancouver, a similar wrap of the Skytrain will begin this Monday.

Also, in Toronto, a pop-up with activities similar to the New York event will be held tomorrow outside of Knix’s flagship store.

“Retail continues to be a massive priority for the brand overall as we value the IRL, face-to-face experience it gives consumers with the product,” Vachon writes in an email. “With this campaign, we wanted to lean in across all categories (digital, retail, IRL activations, influencers etc.) to ensure we were meeting each of these touchpoints to engage further with new and current customers. Planning the strategy for retail was a huge part of that, especially as we open our first NYC store.”

Knix, founded 12 years ago, sells activewear and swimwear as well as intimate apparel, and sells D2C as well as in brick-and-mortar. The brand says that leakproof underwear is the fastest- growing menstrual hygiene category in the U.S. and cites a recent study Kantar study finding that 38% of women -- and 51% of women ages 12-24 -- are now using leakproof underwear, and that nine  out of 10 leakproof underwear users “have had a good or very good experience with the product. Not just for periods but also for sweat, discharge and light bladder leaks.”

As part of the “You’re Good” campaign, Knix says it will also donate $100,000 to a “period-focused organization” chosen by Bell.