Global absorbent apparel brand, Modibodi and sports company, PUMA have launched a new campaign by Modibodi’s in-house creative team.
To celebrate the third drop of their best-selling active period underwear range, the campaign focuses on ensuring all athletes, no matter the colour or cut of their uniform, feel comfortable to not just play on their period, but to dominate.
Designed to closely align with superior performance through Modibodi’s innovation in the period underwear category and PUMA’s world-class expertise, this integrated global campaign includes digital and social roll outs, while featuring the team from Brisbane City FC.
Modibodi chief marketing officer, Liana Lorenzato said, “We wanted to create a campaign to destigmatise the challenges of menstruating whilst competing and show athletes a new world in which they can feel confident and supported to play while they bleed. We wanted to remove anxiety and the fear of leaking so athletes can focus on their game, not their period.”
Modibodi ambassador and Brisbane City FC captain, Jamilla Riley said, “As someone who menstruates and plays soccer in a white uniform, I can attest to the discomfort and anxiety that combination can create, particularly when you are young. You spend your time shamed by the fear of leaks, and it can take all your mental strength to refocus on the game at hand.
“That’s why I’m such an advocate of the new PUMA x Modibodi active period undies. Their latest ‘You take on the game. We’ll take care of leaks.’ campaign is bringing some much-needed innovation to the sportswear market and, as a player, that’s liberating.”