Key Takeaways:
- U by Kotex is working to normalize menstruation in sports through a high-profile campaign during March Madness.
- The campaign features top NCAA female athletes to engage a broader audience.
- The Play on Your Period ad reinforces the message that periods should never be a barrier to athletic performance.
U by Kotex has launched its "Play on Your Period" campaign to celebrate and support female athletes competing at the highest level during March Madness.
The multi-touchpoint campaign aims to normalize menstruation in sports while showcasing the resilience and strength of women athletes.
For the initiative, U by Kotex has partnered with top NCAA NIL female basketball players, including Saniya Rivers, Kailyn Gilbert, Kaia Henderson, Chance Gray, Gabriela Jaquez, Alyssa Utsby, and Te-hina Paopao.
The players will take part in a "What’s in My Bag?" video series, offering a behind-the-scenes look at how they prepare for the intense tournament travel.
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In a statement exclusive to DesignRush, Nicole Pawlukowsky, VP of marketing at Kimberly-Clark — U by Kotex's parent company — highlighted how the campaign aims to break barriers.
“At U by Kotex, we believe in championing women's progress, both on and off the court.
Our 'Play on Your Period' campaign is designed to break down the stigma surrounding menstruation in sports and celebrate the strength, resilience, and determination of female athletes competing at the highest level.
Through this campaign, we hope to inspire women everywhere to fearlessly embrace their full potential — because periods shouldn’t hold anyone back from playing, competing, or succeeding.”
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The campaign extends beyond athletes to engage sports fans and everyday women through various digital and social media initiatives.
Throughout March Madness, U by Kotex will interview people at local sports bars for a multi-episode "Women on the Street" social show that will run on Instagram, TikTok, Facebook, and YouTube.
Fans can also engage with the campaign through an interactive Snapchat filter, designed to encourage support for female athletes and spark conversations about menstruation in sports.
Women Play on Their Periods
The “Play on Your Period” ad is a powerful 15-second spot featuring women of diverse backgrounds playing basketball on open courts and in gym settings.
The message reinforces that women play, pass, and are powerful on their periods.
The commercial concludes with the U by Kotex logo and a visual of feminine pads on screen.
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U by Kotex is leveraging influencer partnerships and multi-platform engagement to drive brand awareness and advocacy for menstrual health.
By aligning with March Madness, the brand ensures high visibility among sports fans and a relevant audience.
Following the same stigma-breaking sentiment, earlier this month, Stripes Beauty launched its “After the Period” campaign, making menopause part of the conversation.
