Since its inception, Canadian brand Knix has made a name for itself with its leak-proof underwear, but its influence extends far beyond just product innovation. The company has been a trailblazer in addressing often-taboo topics surrounding women’s health, particularly menstruation and incontinence. Knix has been dedicated to fostering open dialogues and breaking down the barriers that typically surround these subjects.
Joanna Griffiths, the founder of Knix, articulated the company’s mission in a 2019 interview with Campaign (formerly known as The Message). She emphasized that Knix aims to empower women to embrace their full selves without hesitation. This commitment to female empowerment is evident in the brand’s diverse product offerings, which now include swimwear, leggings, and shorts. In 2022, Knix expanded its reach further by being acquired by Essity, the company behind the well-regarded “#WombStories” campaign of 2020.
In line with its mission, Knix introduced the “Sport Your Period” initiative last year. The campaign was conceived in response to the significant discomfort many athletes feel about discussing their menstrual cycles. According to Knix, half of teenage girls have missed games or even quit sports due to the stigma surrounding their periods.
Knix believes that addressing and normalizing conversations about menstruation can help more young female athletes continue to participate in the sports they love. “It’s staggering to see the impact that periods have in sports,” Griffiths commented in a release. “Yet, unless we witness a visceral image of a marathon runner dealing with menstruation, or see an industry-wide shift away from wearing white, it remains a largely unspoken issue.”
To combat this silence, the creative agency Rethink devised a novel approach: paying athletes to openly discuss their periods. Knix has allocated a budget of $100,000 for this campaign, offering up to $2,000 to competitive athletes at national or international levels. Athletes are encouraged to speak about their menstrual experiences in interviews and on social media, without any obligation to mention the Knix brand.
Interested athletes can register and submit proof of their period discussions at SportYourPeriod.com. Although the campaign excludes references to the Olympics, Knix assures that there will be ample competitive events throughout the summer season to provide platforms for these conversations.
To generate buzz for the initiative, Knix has enlisted American soccer star Megan Rapinoe. In a promotional video, Rapinoe reflects on her own experiences of not discussing her period during interviews and highlights the importance of normalizing these conversations. “News flash,” she says in the video, “One in two teens skip sports to hide their period… all these kids are ashamed of something as human and natural as their period.”
Andrée-Anne Hallé, a senior copywriter at Rethink, underscores the significance of Knix’s commitment: “There is no better way to normalize periods in sports than talking out loud about it. This is a powerful commitment from Knix to literally put the money where the mouth is—where the athletes’ mouths are—by paying them to talk about their period only, without any brand mention required.”
Knix’s innovative approach reflects a broader movement towards breaking the silence around menstruation and reinforcing the idea that it should not be a barrier to pursuing one’s passions.