game, set, safe.
Wearing all white is a long-standing tradition that has been strictly upheld at Wimbledon, the world’s most prestigious tennis tournament. However, the all-white rule discriminates and subversively shames women who are menstruating.
As of June 2023, female players can now wear dark undershorts when competing.
As part of the campaign, Knix has created strategic pop-ups in high-traffic neighbourhoods to provide women with their period-proof active shorts.
Art Director: Lauren Israel
Copywriter: Amy McIntosh