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Dive Brief:
- Seeking to eliminate a societal taboo, intimates brand Knix and soccer legend Megan Rapinoe are teaming up to pay athletes to talk about their periods while competing in sports.
- Knix’s Sport Your Period initiative will pay eligible athletes up to $2,000 to openly discuss their periods and the sport they play, with a goal of shattering the stigma associated with that, according to a company press release.
- Knix and Rapinoe have created a marketing video where the former Olympic champion talks about her own experiences of playing while on her period. A survey of 300 athletes revealed that 99% of them have competed on their period at an international competition, while 75% had a fear of leaking while competing.
Dive Insight:
Knix is encouraging athletes competing on a national or global level through Nov. 1 to share their experiences. …