Athlete-Backed Stigma-Addressing Campaigns : Anna Leigh Waters

U by Kotex has initiated an athlete-led campaign aimed at dismantling period-related stigma, partnering with Anna Leigh Waters, the world’s top-ranked pickleball player at just 18 years of age. Through this collaboration, the brand seeks to counter the enduring perception that menstruation hampers athletic achievement and to underscore that peak performance can continue uninterrupted throughout the menstrual cycle.

Recent scientific findings indicate that some women demonstrate enhanced cognitive accuracy and faster reaction times during menstruation; consequently, the campaign positions Waters’s own experience as a compelling real-world example. Coming off an undefeated tournament run in San Clemente, California—achieved while she was on her period—Waters highlights that competitive excellence need not pause for physiological rhythms.

Moreover, the initiative extends beyond individual endorsement: U by Kotex and Waters jointly aspire to encourage young athletes to remain active in sport by providing reliable menstrual products and destigmatizing open conversation about periods and to pursue goals without cyclical barriers.

Image Credit: U by Kotex