Knix will pay athletes to talk about their period and sports [Video]

Who: Knix, with Rethink for creative and strategy, along with US soccer star Megan Rapinoe.

What: “Sport Your Period,” the second part of a campaign launched late last year seeking to remove the taboos about periods and menstruation for women athletes. This new phase will see top athletes paid to talk about their period in public.

When & Where: Led by an online video, the largely digital-focused campaign launched this week and runs into the fall

Why: From its earliest days, the Canadian brand best known for its leak-proof underwear, has sought to lead new and open conversations about women’s health, including normalizing topics like menstruation and incontinence. 

In an interview with Campaign (then The Message) in 2019, founder Joanna Griffiths explained how the Knix has a mission to empower women to be unapologetically free. 

Knix has expanded its product lineup to swimwear, leggings and shorts, and was acquired by Essity in …