Adidas says it can period-proof your activewear
Now Adidas has become the first major sportswear brand to produce period-proof activewear, expecting that it will improve sports participation for millions worldwide
Adidas has become the first leading sportswear brand to create its own period-proof performance wear, on the basis of intensive consumer research and feedback from customers. The challenge was to develop technical sportswear that is absorbent and leak-proof but still focused primarily on sporting performance, according to senior product manager Kim Buerger.
The success of the product will be watched closely by other brands to see whether Adidas can make headway in a market currently dominated by DTC pure players like Thinx and Modibodi.
More than 900 million people in the world menstruate. One in four women drop out of sports during adolescence, citing their period as a major factor, Buerger says. “It’s such an important topic for so many. It was a very powerful insight for us, so we took it and built product innovation to really break down that barrier and ensure people can stay in play.”