Knix advert encourages female athletes to talk about menstruation
Former soccer player Megan Rapinoe is the face of the campaign
Knix’s advert encourages athletes to comment on whether they tested during their period that day.
When we talk about women’s sport, dealing with menstruation is still a taboo. It is for society, for coaches and for athletes. And when there is a factor that makes the difference when it comes to achieving results, it should be taken into account.
This is the starting point of the Knix brand, which encourages sportswomen to speak openly about menstruation in front of the camera. And it does so with former soccer player Megan Rapinoe as the standard-bearer of the cause.
Knix Campaign | Sport Your Period
“Sport Your Period” is the title of the Knix advert starring former footballer Megan Rapinoe. The women’s underwear brand is launching this initiative in which it encourages female athletes to talk about their period when they are competing.
The piece is a speech by Megan Rapinoe addressed to all female athletes, in which she encourages them to get rid of the “embarrassment” that comes with talking about menstruation. The data speak for themselves: 1 in 2 young women skip sports when they have their period.
To normalise the conversation between athletes competing at national or international level, the brand will donate up to 2,000€ to female athletes who speak in the media. The idea is to normalise menstruation when talking about sports performance.
According to Megan Rapinoe in a statement: “I’m thrilled to partner with Knix on this important campaign. There have been countless times when I’ve never mentioned that I was on my period. From the fear of leaks to showing up to the biggest game of your career with menstrual cramps, there are so many things we can talk about to help normalize periods in sports. Female athletes shouldn’t feel ashamed to talk about their periods and I look forward to opening up this conversation with Knix.”
For her part, Joanna Griffiths, founder and president of Knix: “Women are often paid less to participate in sports and compete while managing their periods, so why not pay them to talk about it? It’s amazing to see the impact periods have in sports. 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.”
Watch | YouTube
