Knix will pay athletes to discuss their periods publicly to combat the stigma in sports

With 1 in 2 young athletes skipping physical activity due to their periods, Knix is hoping to chip away at the shame and stigma surrounding the menstrual cycle. The intimates brand—known for its game-changing period underwear—is inviting athletes from a wide variety of competitive sports to discuss their periods, offering up to $1,000 CAD (around $700 USD) per eligible athlete.

Ahead of the 2024 Olympics, two-time World Cup Champion and former Olympic Gold Medalist Megan Rapinoe is teaming up with Knix for the Sport Your Period campaign. Now through November 1, the company is incentivizing athletes to discuss competing on their cycle on social media or in podcast, local, or national media interviews (radio and/or TV), with a varied pay structure depending on your following or platform. There’s no need to mention Knix or any other products—just proof of period talk is all you’ll need to secure the bag.

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Menstruating athletes competing in the following arenas are eligible, including: archery, badminton, basketball, baseball, bobsleigh, boxing, cheerleading, climbing, cricket, curling, cycling, diving, equestrian, fencing, figure skating, football, golf, gymnastics, handball, hockey, martial arts, marathon, pentathlon, rugby, rowing, sailing, skateboarding, surfing, swimming, tennis, trampoline, track & field, triathlon, skiing, skating, snowboarding, soccer, volleyball, water polo, weightlifting and wrestling, and all comparable adaptive sports are welcome to participate, provided you’re 18 years of age and up. The complete terms and conditions can be found here.

Talking about periods, offering resources and inclusive, comprehensive information to young athletes is vital. In a survey of 300 athletes, Knix found that 99% have competed on their period at an international competition, 75% have a fear of leaking while competing, and more than 64% said they have felt uncomfortable talking about their periods with their coaches.

“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?” Knix founder and president Joanna Griffiths told ADWEEK. “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.”

Griffiths hopes the campaign “will make a difference in the way people talk about periods in sports”—removing the shroud of shame is the only way to stamp out stigma when it comes to menstrual health and well-being, and athletes should never have to fear repercussions about their body’s normal, natural functions.