U by Kotex expands campaign and brings debate about menstruation to professional sports

U by Kotex, a Kimberly-Clark brand, has expanded its “Play on Your Period” campaign by combining sports and social activism in a new phase of communication. During a high-profile WNBA game, Courtney Williams and Natisha Hiedeman, Minnesota Lynx athletes known as Stud Budz, took to the court with their hair dyed red — a color that symbolizes menstruation — in partnership with the brand.

The initiative seeks to give visibility to a historically silenced topic in sports: menstruation as a barrier to sports practice. According to a study cited by the company, more than 80% of girls report a decline in interest in sports after the onset of their menstrual cycle, while one in four say they feel ashamed to participate.

With strong visual appeal, the action was amplified by digital content and social media, reinforcing the campaign’s identity beyond the physical space of the arena. The choice to activate the message during one of the most visible games of the season aims to increase the reach of the narrative and position the brand as an agent of cultural transformation.

In its initial phase, launched during the March Madness college tournament, the campaign featured testimonials from athletes about competing during their menstrual cycle. Now, by taking the message to professional basketball, U by Kotex consolidates its presence in a growing movement to normalize the topic in high-performance sports.

The U by Kotex movement exemplifies how feminine hygiene companies are using social engagement strategies to strengthen their connection with consumers, especially younger ones. By turning a sensitive topic into a public agenda, the brand increases its visibility and strengthens its position in a market that is increasingly attentive to the authenticity and social impact of campaigns.