U by Kotex Taps Stud Budz to Spark Conversation in Women’s Sports

The WNBA’s favorite pink-haired duo just went red to make a bigger point.

Courtney Williams and Natisha Hiedeman of the Minnesota Lynx, known online as the Stud Budz, unveiled new "period red" hair ahead of their game against the Indiana Fever.

The bold look was not a style choice but a statement.

In partnership with U by Kotex, the pair is pushing to break stigmas around menstruation in women’s sports.

The campaign builds on U by Kotex’s “Play on Your Period” platform, which launched earlier this year during March Madness.

It aims to normalize periods in sports while highlighting the resilience of athletes who compete at the highest level.

According to a UK study cited by the brand, more than 80% of girls say their interest in sports declines once they start menstruating.

Additionally, nearly one in four feel embarrassed to participate.

With the latest efforts, U by Kotex is aligning its brand identity with a growing movement in women’s sports to tackle topics often left unspoken.

A Bold Look on a Big Stage

U by Kotex is backing the activation with digital storytelling and social media content, making sure the campaign travels far beyond the arena.

To promote the efforts, the brand and the featured athletes posted about the hair-dying journey on Instagram. 

"Welcome to the party," the Stud Budz tell the viewers.

They go on to share a special message to all the young girls watching, reminding them that sometimes, "going through failure really excels you to the next level."

The decision to reveal the new look during one of the Lynx’s most high-profile games of the season underscores the campaign’s intent.

The Stud Budz have already built a following as a viral duo during All-Star Weekend, and now their reintroduction in “period red” serves as a strong message. 

The brand’s earlier efforts at March Madness featured educational content around period care and highlighted athletes who spoke openly about competing on their cycles.

This new push takes the conversation into the WNBA spotlight, where fans are already tuned in.

Overall, the campaign emphasizes that playing on your period is not a limitation but a source of strength.

And tying the visual symbolism of “period red” hair to the physical performance of elite athletes pushes this narrative forward.

Our Take: Can Hair Color Spark Change?

I think this campaign succeeds because it uses a powerful visual cue to address a subject often left in the shadows. 

Periods are typically treated as private and making it highly visible, but U by Kotex is ensuring the conversation can’t be ignored.

For brands, the lesson is that normalization requires more than words and needs bold signals that audiences can’t scroll past.

It’s a reminder that when a brand strategy feels authentic, even the most uncomfortable topics can be reframed as empowering.

In other news, Heinz recently found its own cultural hook by linking fries and ketchup in a playful global campaign.