The Sport Your Period™ initiative aims to reward period advocacy and normalize the topic of periods in sports. After discovering 1 in 2 teens will skip sports or drop out all together because of their period, Knix set out to normalize the conversation and break the stigma around periods in sports by encouraging and incentivizing athletes to lead by example. The Sport Your Period™ movement encourages athletes competing at the national or global level between July 18 and November 1, 2024, to publicly share their experiences with competing while menstruating. Eligible athletes can earn up to $2,000 for speaking about their periods and the sport they play with no requirement to mention Knix.
Knix partnered with advocate and former Olympian Megan Rapinoe to launch the Sport Your Period™ campaign. The campaign is a bold initiative that leverages Rapinoe's influence to bring attention to the often-taboo topic of menstruation in sports. To support the campaign, Knix and CAN Fund #150Women surveyed 300 athletes, revealing that 99% have competed on their period at an international competition, and 75% have a fear of leaking while competing. To further amplify the campaign and normalize the topic of periods in sports, Knix encourages athletes competing at national or global levels between July 18 and November 1, 2024, to share their experiences with their periods through press conferences, media interviews, and/or social media. The campaign also invites the public to join the conversation and share the initiative to reach more audiences to normalize the topic of periods in sports and keep teens playing the sports they love.
The campaign successfully brought attention to the stigma surrounding periods in sports, with Megan Rapinoe's involvement significantly amplifying the message through press and social media. The survey results highlight the pervasive impact of periods on athletes, sparking conversations in the media and among the public. The initiative is expected to keep more athletes, especially teens, engaged in sports by normalizing period discussions and providing financial incentives to speak out. The campaign received incredible feedback with over 2.1M video views to-date, which is the highest viewed campaign video in the history of the company. To-date, partners of the campaign garnered a reach 38 million with notable reshares from Gabrielle Union, Hannah Berner and Shelley Zalis to name a few.
