Talking about periods and menstrual health remains taboo, especially in the world of sports. Yet, the reality is that even some of the world’s most successful athletes have had to compete while menstruating. 

To challenge the stigma, intimates and apparel brand Knix launched a campaign with two-time World Cup Champion and Olympic Gold Medalist Megan Rapinoe to talk openly about periods. 

Titled “Sport Your Period,” the campaign features a hero film in which Rapinoe talks about kicking some of her record-breaking goals while menstruating. The spot ends with a call to action to other athletes to talk about their period in sports to encourage young teens to rid themselves of shame. 

As part of the campaign, Knix will pay eligible athletes who compete at the national or international level up to $2,000 each for speaking about their periods and the sport they play.

The initiative was created to encourage athletes to normalize the conversation around periods in sports and keep more teen athletes in the sports that they love. It comes as a Knix survey of more than 300 athletes found that one in two teens will skip sports or drop out altogether because of their period and that 75% fear leaking while competing. 

Additionally, more than 64% of athletes have felt uncomfortable talking about their periods with their coaches and 99% of athletes have competed on their period at an international competition.

“I’m thrilled to be partnering with Knix on this important campaign. There have been countless times where I’ve scored game-changing goals and never ever mentioned that I was on my period,” said Rapinoe in a statement. “From cycle syncing, the fear of leaking through your uniform, to the reality of showing up for the biggest game of your career while managing period cramps, there is a lot we can talk about to help normalize periods in sports. Athletes should not feel ashamed to talk about their periods and I’m looking forward to changing the narrative this summer and breaking open this conversation with Knix.”

“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?” said 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. This campaign will make a difference in the way people talk about periods in sports and Megan Rapinoe is the perfect person to kick it off.”

Knix is paying athletes competing nationally or globally when they share their experiences with their periods between July 18 and November 1, 2024. Speaking publicly about the matter can be done through press conferences, accredited media interviews or on personal social media platforms.