U by Kotex® Teams Up with #1 Pickleball Player Anna Leigh Waters to Help Smash Period Stigma in Sports

Rhea-AI Summary

U by Kotex has partnered with 18-year-old Anna Leigh Waters, the world's #1 pickleball player, to challenge period stigma in sports. Waters, who recently won an undefeated tournament in San Clemente while menstruating, demonstrates that peak performance doesn't pause during periods. The partnership aims to address concerning statistics, including that over 84% of teenage girls aged 11-16 report decreased interest in sports after starting their period, and 25% feel embarrassed to participate in physical activities during menstruation. Research suggests some women may actually experience improved mental agility and faster reaction times during menstruation. The collaboration between U by Kotex and Waters focuses on normalizing period conversations in sports and empowering women to stay active throughout their cycle.

Positive

• Partnership with #1 ranked pickleball player enhances brand visibility and credibility
• Campaign addresses a significant market opportunity with 84% of teenage girls affected by period concerns in sports
• Alignment with female empowerment message could strengthen brand positioning

Negative

• None.

News Market Reaction – KMB

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-0.75% News Effect

On the day this news was published, KMB declined 0.75%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

The Champion Athlete Proves Periods Don't Have to Sideline Performance

CHICAGO, June 18, 2025 /PRNewswire/ -- The U by Kotex® Brand is taking a shot at period stigma through its new partnership with pickleball champion, Anna Leigh Waters, to challenge the outdated idea that periods hold athletes back. As the number one pickleball player in the world at just 18 years old, the new U by Kotex® brand ambassador is revealing her power move … her period.

A recent study suggests some women's mental agility may actually improve during menstruation¹, with faster reaction times and better accuracy while on their period. Coming out of an undefeated tournament in San Clemente, California, this week, where she swept doubles matches while on her period, Waters is reinforcing that peak performance doesn't pause for your cycle.

"It's always a rush to win a match, but yesterday's win was especially rewarding considering I'm on my period," said Waters. "Many girls today think playing on their period is a barrier to success, even causing many of them to drop out of sports entirely. Thankfully, I now have U by Kotex® as a partner to further our shared mission of empowering women to stay in the game, every day of the month. I am proof that periods shouldn't stop you from competing, chasing your goals, or showing up as your best self – especially when you have the right protection."

Additionally, according to a study in the UK, more than 84% of teenage girls ages 11-16 say their interest in sports and physical fitness decreased after starting their period². Furthermore, nearly 25% of respondents say they feel embarrassed to take part in physical activity during their menstrual cycle². The U by Kotex® partnership with Anna Leigh aims to debunk the stigma and weaknesses associated with periods in sports – and normalize conversations about how playing on your period can be powerful.

"We're proud to partner with Anna Leigh Waters to show the world that a period shouldn't stand in the way of a woman's progress," said Nicole Pawlukowsky, vice president of U by Kotex®. "Celebrating and showcasing female athletes' resilience and strength is something the U by Kotex® brand is proud to champion, and we're honored to partner with the #1 Pickleball player in the World to prove a period shouldn't get in the way of doing what you love."

Follow along on social at @UbyKotex on Instagram and @UbyKotexUS on TikTok.

About Kimberly-Clark
Kimberly-Clark (NASDAQ: KMB) and its trusted brands are an indispensable part of life for people in more than 175 countries. Fueled by ingenuity, creativity, and an understanding of people's most essential needs, we create products that help individuals experience more of what's important to them. Our portfolio of brands, including Huggies, Kleenex, Scott, Kotex, Cottonelle, Poise, Depend, Andrex, Pull-Ups, GoodNites, Intimus, Plenitud, Sweety, Softex, Viva and WypAll, hold No. 1 or No. 2 share positions in approximately 70 countries. We use sustainable practices that support a healthy planet, build strong communities, and ensure our business thrives for decades to come. We are proud to be recognized as one of the World's Most Ethical Companies(R) by Ethisphere for the seventh year in a row and one of Fortune's Most Innovative Companies in America in 2024. To keep up with the latest news and to learn more about the company's 150-year history of innovation, visit the Kimberly-Clark website.

Media Contacts
kotex@abmc-us.com
Media.Relations@kcc.com 

1 According to a 2024 study, Attentional, anticipatory and spatial cognition fluctuate throughout the menstrual cycle: Potential implications for female sport, Neuropsychologia. 2 According to a 2023 study, Exploring the menstrual cycle's impact on physical activity, Nuffield Health.

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SOURCE Kimberly-Clark

FAQ

Who is the new U by Kotex brand ambassador Anna Leigh Waters?

Anna Leigh Waters is the world's #1 ranked pickleball player at 18 years old, who recently won an undefeated tournament in San Clemente, California, while on her period.

What is the purpose of U by Kotex's partnership with Anna Leigh Waters?

The partnership aims to challenge period stigma in sports and demonstrate that menstruation shouldn't prevent athletes from competing or performing at their best.

What percentage of teenage girls lose interest in sports after starting their period?

According to a UK study, more than 84% of teenage girls ages 11-16 say their interest in sports and physical fitness decreased after starting their period.

How does menstruation affect athletic performance according to the research mentioned?

Research suggests some women's mental agility may actually improve during menstruation, with faster reaction times and better accuracy while on their period.

What percentage of girls feel embarrassed about physical activity during menstruation?

Nearly 25% of respondents say they feel embarrassed to take part in physical activity during their menstrual cycle.