Knix is paying athletes to talk about their periods — here’s why

With all eyes on our athletes in the lead-up to the 2024 Olympics in Paris, Knix has unveiled its latest campaign to break the stigma around periods and sports. 

The Canadian intimates brand — well known for its line of period underwear — announced that it would pay athletes $1,000 to publicly talk about their periods. 

“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?” says Joanna Griffiths, Founder and President of Knix.

“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.”

As part of Knix’s Sport Your Period initiative, the brand surveyed 300 athletes to learn how they handle their menstrual cycles. 

• 99% of athletes said they have competed during their period at an international competition. 
• 75% of athletes said they have a fear of leaking while competing.
• 64% of athletes said they have felt uncomfortable talking about their periods with their coaches.

Some athletes even shared that many try different tactics to avoid getting their periods for fear it will hinder their performance, trying things like cycle syncing or birth control.

“There have been countless times where I’ve scored game-changing goals and never ever mentioned that I was on my period,” says Megan Rapinoe, two-time World Cup Champion, Olympic Gold Medalist, and the face of the campaign launch. “I can say that even at the highest level there is still stigma.”

Making a change for the next generation

The campaign also draws attention to the impact period shame has on young girls in sports. 

One in two teens will skip or drop out of sports because of their periods, which is a figure Knix and Rapinoe are hoping to see change. 

“Athletes should not feel ashamed to talk about their periods,” says Rapinoe. “I’m looking forward to changing the narrative this summer and breaking open this conversation with Knix.”  

So, as we all prepare to tune in to the Olympics in a few weeks, don’t be surprised if periods are a topic of conversation.

Because the more we talk about periods in sports, the more we normalize periods in sports. 

by Lisa Thibodeau

Lisa is a seasoned writer, content producer and is editor of The Honest Talk. With many years of journalism experience and a unique talent for digital content and media creation, she loves meeting new people and sharing stories.

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