U by Kotex Partners with Anna Leigh Waters
Debra John — June 18, 2025 — Lifestyle
References: instagram & prnewswire
U by Kotex has initiated an athlete-led campaign aimed at dismantling period-related stigma, partnering with Anna Leigh Waters, the world’s top-ranked pickleball player at just 18 years of age. Through this collaboration, the brand seeks to counter the enduring perception that menstruation hampers athletic achievement and to underscore that peak performance can continue uninterrupted throughout the menstrual cycle.
Recent scientific findings indicate that some women demonstrate enhanced cognitive accuracy and faster reaction times during menstruation; consequently, the campaign positions Waters’s own experience as a compelling real-world example. Coming off an undefeated tournament run in San Clemente, California—achieved while she was on her period—Waters highlights that competitive excellence need not pause for physiological rhythms.
Moreover, the initiative extends beyond individual endorsement: U by Kotex and Waters jointly aspire to encourage young athletes to remain active in sport by providing reliable menstrual products and destigmatizing open conversation about periods and to pursue goals without cyclical barriers.
Image Credit: U by Kotex
Recent scientific findings indicate that some women demonstrate enhanced cognitive accuracy and faster reaction times during menstruation; consequently, the campaign positions Waters’s own experience as a compelling real-world example. Coming off an undefeated tournament run in San Clemente, California—achieved while she was on her period—Waters highlights that competitive excellence need not pause for physiological rhythms.
Moreover, the initiative extends beyond individual endorsement: U by Kotex and Waters jointly aspire to encourage young athletes to remain active in sport by providing reliable menstrual products and destigmatizing open conversation about periods and to pursue goals without cyclical barriers.
Image Credit: U by Kotex
Trend Themes
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Athlete-backed Advocacy — Prominent athletes like Anna Leigh Waters are using their platforms to challenge and change societal norms, particularly around topics like menstruation, opening avenues for more sports and wellness brands to initiate impactful campaigns.
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Cycle-positive Performance — By highlighting the benefits and debunking myths surrounding menstrual cycles, campaigns are promoting a more scientific perspective on how hormonal changes can enhance certain cognitive and physical abilities, paving the way for optimized training programs and sports strategies.
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Menstrual Product Innovation — The growing need for specialized menstrual products that support athletic performance is prompting brands to innovate in the design and functionality of these products, catering to the unique needs of female athletes.
Industry Implications
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Sports and Fitness — With a heightened focus on the health and wellness needs of female athletes, the sports and fitness industry is poised to integrate menstrual health considerations into training methodologies and product offerings.
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Women's Health and Wellness — The campaign by U by Kotex brings attention to a broader market for health and wellness products that address menstruation-related concerns, encouraging an industry-wide shift towards broader inclusivity and support.
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Personal Care Products — As the conversation around menstruation and athletics grows, the personal care industry finds a new impetus to develop advanced products that better meet the demands of active lifestyles, reflecting a shift towards more dynamic consumer needs.
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