adidas: Stay in play

Hill+Knowton, a PR consulting company, launched a global campaign to tackle the taboo around periods in sport and start an overdue conversation about the challenges faced by women in sport.

Keep girls & women in sport

One out of four girls drop out of sport during adolescence citing periods as a key factor, with teens and adults alike remaining in the dark about menstruation through the lens of being active.

To tackle this important issue, and as part of its long term ambition to better service all women in sport, adidas became the first major sportswear brand to create a line of period-proof activewear.

Going beyond a traditional product launch, H+K designed Stay In Play: a campaign tackling the taboo around periods in sport through education and product innovation, while...

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