![](https://archrival-www-cms.imgix.net/shared-images/Header_Stay-in-Play-Portfolio-Assets-01.png?auto=format&crop=focalpoint&domain=archrival-www-cms.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=933&ixlib=php-3.3.0&q=82&w=2000&s=8c9ff151fe3b1214bdb6eaf292da5d61)
adidas
Stay in Play Activations
An activation where attendees discover a normalized conversation around periods, featuring new adidas Techfit period-proof tights that protect an athletes every move.
![](https://archrival-www-cms.imgix.net/shared-images/Stay-in-Play-Portfolio-Assets-03.png?auto=format&crop=focalpoint&domain=archrival-www-cms.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=2605&ixlib=php-3.3.0&q=82&w=2000&s=abc08a1812cb2ed013d94cf228dfb7e6)
Archrival Insights uncovered that athletic brands need to address the challenging moments female athletes face before getting to the physical moment. This insight helped solidify a creative strategy to drive awareness and gain credibility of a new adidas Techfit Period Proof line.
We developed a series of grassroot and community-driven activations which normalize the conversation about periods through open communication. The new TechFit Period Proof Tights were created using insights from menstruators around the world, with statistics showing that 1 in 4 girls drop out of sport during adolescence citing fear of leakage as a key factor.
The tights are designed to give those who menstruate an extra layer of protection when worn with a tampon or pad so they can stay in play throughout their cycle.
![](https://archrival-www-cms.imgix.net/shared-images/Stay-in-Play-Portfolio-Assets-04.png?auto=format&crop=focalpoint&domain=archrival-www-cms.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1125&ixlib=php-3.3.0&q=82&w=2000&s=0c2b516ba2d8dfa1d4d118d52e829955)
At sporting events, attendees discover a normalized conversation around periods through authentic messaging, education, relaxation and empowerment.
![](https://archrival-www-cms.imgix.net/shared-images/stay-in-play-images.png?auto=format&crop=focalpoint&domain=archrival-www-cms.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=877&ixlib=php-3.3.0&q=82&w=1400&s=a9b13bd0f1c00b0ca4760355dfbf36ec)
It’s so cool how we’re being so honest about your period and making it not a taboo topic.
Girls Academy Participant
![](https://archrival-www-cms.imgix.net/shared-images/Stay-in-Play-Portfolio-Assets-06.png?auto=format&crop=focalpoint&domain=archrival-www-cms.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=529&ixlib=php-3.3.0&q=82&w=2000&s=eb0ab862122930803ea7dfbeb70161bb)
Massages, foam rollers, Theraguns and stretching guides were available to guests at the activations. At our LA event, we partnered with adidas Runners health and nutrition coach Lottie Bildirici to develop a menu designed to replenish vitamins and minerals lost during guests’ menstrual cycles.
Team EXOS was brought in as a training partner to provide guidance and instruction to guests in San Diego and trainer Tiffany Grimm was featured as a guest speaker at our adidas Runners event.
Questions about working out on your period? Answers here.
![](https://archrival-www-cms.imgix.net/shared-images/two-image-transparent-bg.png?auto=format&crop=focalpoint&domain=archrival-www-cms.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=762&ixlib=php-3.3.0&q=82&w=960&s=39273ef880d9ea66ab60c4258f901f16)
![](https://archrival-www-cms.imgix.net/shared-images/stay-in-play-bathrooms_2022-01-28-162939.png?auto=format&crop=focalpoint&domain=archrival-www-cms.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=843&ixlib=php-3.3.0&q=82&w=2000&s=f3ce778243a9fb15b0d7f4e237050650)
Premium bathrooms were provided for women at sporting events who greatly appreciated having a clean, private place not typically provided.
![](https://archrival-www-cms.imgix.net/shared-images/Stay-in-Play-Portfolio-Assets-02.png?auto=format&crop=focalpoint&domain=archrival-www-cms.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1125&ixlib=php-3.3.0&q=82&w=2000&s=70d51771e788537638f033d6136a38c9)