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. CW: Amy McIntosh AD: Lauren Israel

As of June 2023, female players can now wear dark undershorts when competing.

Knix is a clothing company with an existing line of period and sweat-proof apparel. With this rule change at Wimbledon, Knix has the perfect opportunity to extend their line of period-proof active shorts in various colours for women to perform in and run the "Game, set, safe." campaign.

The "Game, set, safe." campaign emphasizes how women should deserve to feel empowered in choosing an undergarment colour that keeps them confident while playing to their fullest potential.

As part of the campaign, Knix has created strategic pop-ups in high traffic neighbourhoods to provide women with period-proof active shorts.

Play on. Period.