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July 26, 2024
Intimates and apparel brand Knix is paying athletes to talk about their periods in a new campaign featuring two-time World Cup Champion and Olympic gold medal soccer player, Megan Rapinoe. Periods are still a taboo subject in sports with 1 in 2 teens skipping sports or dropping out altogether because of menstruation. Knix’s Sport Your Period initiative is encouraging athletes to lead by example and normalize period conversations to inspire teen athletes to stay in sports.
“There have been countless times where I’ve scored game-changing goals and never ever mentioned that I was on my period,” said Rapinoe, who, alongside her sporting achievements is a tireless advocate for equality. “I can say that even at the highest level, there is still a stigma, from cycle syncing, the fear of leaking through your uniform, to the reality of showing up for the biggest game of your career while managing period craps – there’s a lot we can talk about to help normalize periods in sports. Athletes should not feel ashamed to talk about their periods and I’m looking forward to changing the narrative this summer.”
In 2013 Knix pioneered the leakproof underwear category. Since then the brand has taken a community-first approach to normalize conversations around periods and has built a wide assortment of products to support teens and adults live unapologetically free.
A survey by Knix and CAN Fund #150Women found that 99% of athletes have competed during their period at an international competition. 75% of athletes have a fear of leaking while competing and over 64% have felt uncomfortable talking about their periods with their coaches. Additionally, athletes go to harmful lengths to avoid getting their periods for fear it would hinder their performance by using birth control and cycling synching to name a few. More alarmingly, period education is being restricted, which is adding to stigmas as some US states even attempting to ban the topic in primary education.
As part of Sport Your Period, Knix is encouraging athletes competing on a national or global level between July 18 – November 1, to share their period experiences while competing. It’s offering up to $2000 per athlete who speaks publicly about the subject through press conferences, accredited media interviews and/or on social media platforms. “The facts are simple, 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 and 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 and Megan Rapinoe is the perfect person to kick it off.”
A message to athletes on the campaign website states, “speaking up about how you’re competing in national or international events during your period will help to inspire menstruators all around the world to have the confidence to stay active during their period.” Athletes can take part in the initiative by submitting their application and Knix encourages the public to share the initiative with their favorite athletes.
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