PUMA & Modibodi Launch Campaign to Promote Period Positivity
October 28, 2022
Multinational sportswear manufacturer, PUMA and absorbent apparel brand, Modibodi have joined forces to empower those on their period to continue physical activity pursuits. The pair have developed a series called "Period Pep Talks" featuring world-class female athletes encouraging women and girls to stay in sport.
As part of the campaign, the brands have designed a revolutionary new period activewear collection to help women, girls and people who menstruate feel comfortable and confident playing sport and being active on their period. The initiative comes in response to a global report which unearthed that one in two teens skip sports because of their period. Data from PUMA and Modibodi’s global report in May discovered that many girls feel a sense of embarrassment, pain or fear of leaks during their period that stops them from partaking in sport. The survey also reported that the discomfort of disposable products coupled with the lack of education and training contributes to an impact on females' sporting performance.
With the report also showing that 80% of participants would love to see global athletes discussing their periods and saying that the culture around periods and sports needs to change, Period Pep Talks was born. The talks feature world-class athletes who share their own stories and experiences to help encourage girls to “keep their head in the game.” Athletes including National Women’s Rugby League (NRLW) star Tiana Penitani, European sprinter Jodie Williams and former professional race car driver Naomi Schiff, directly address young girls and teens who are considering leaving the sport they love due to puberty and menstruation.
“I think it’s important for female athletes to share their stories and be as open as we can to help destigmatize the challenges of menstruating whilst competing,” said PUMA athlete, Williams. “This is a global issue and one that will take us all speaking out to break down the taboo. The PUMA x Modibodi Period Pep Talks are an awesome way to connect with girls who are considering dropping out of sport and help to normalize menstruation. We need to tackle the stigma that women can't be active on their periods or when experiencing any of life’s leaks.”
This is the second installment from PUMA and Modibodi’s collaboration, following the launch of their first period and leak-proof underwear range in May. The PUMA x Modibodi collection replaces the need for disposable pads, liners and tampons as you partake in any physical activity or sport.
This endeavor is part of PUMA’s She Moves Us communications platform, which consists of videos and stories that celebrate women “who move together to achieve and connect through sport, culture and values." The platform leans heavily on women’s sports and values and champions the stories of female athletes and pioneers that have moved forward in their respective disciplines. The overall goal is to increase the visibility of female athletes and sports role models and support initiatives that tear down obstacles to girls’ and women’s access to sports.