The challenges associated with menstruation can often lead to decreased participation in sport among young girls, impacting not only their physical health but also their overall well-being and self-confidence. Specifically, 84% of teenage girls say their interest in sports diminished when they began their first period, with 23% stating that they feel embarrassed to take part in physical activity during their menstrual cycle. With this in mind, it is not surprising that over 50% of girls drop out of sports before they're 14 in comparison to only 10% of boys.
BeautyMatter FUTURE50 listed brand, August, which specializes in providing sustainable period products, pioneers in making menstruating easy and comfortable for all, focusing on raising young women's and girls' confidence. Setting out to break down the barrier of decreased sports participation when menstruating, August has partnered with USA Track & Field (USATF) for a multiyear sponsorship, becoming the official period product supplier to the USATF team.
"We aim to eradicate period stigma and remind the world that menstruators are powerful," said Nadya Okamoto, August co-founder and CEO. "Periods shouldn't stop anyone from pursuing what they love and feeling comfortable in their bodies. We're proud to offer tampons and pads that are more comfortable and absorbent so that the USATF athletes can compete with peace of mind, even when they're on their periods."
In addition to providing the team with 100% ethically sourced cotton period products, August will work with USATF to create social media content that aims to empower and normalize period discussions for athletes at all levels. These include a heavy TikTok outreach, with videos featuring USATF members discussing their favorite August products and getting involved in trending sounds.
A standout in the series is an interview with pro athlete Ashley Spencer. In the video, Spencer tells the tale of her first period and advises how she pushes through unexpected leaks, encouraging viewers not to feel shame about a natural process.
The partnership came after athletes on the Athletes' Advisory Council suggested a period care sponsorship, hoping to engage a wider audience of young women in sports. "We are so proud to welcome August as USATF's official period product supplier," said USATF CEO Max Siegel. "The partnership is just one of several efforts USATF is making to alleviate costs for our athletes and make it easier for them to compete and succeed."
The USATF collaboration is yet another effort from August to reduce the financial burden of menstruating. On the International Day of the Girl Child in October 2023, August announced The Tampon Tax Back Coalition—a group of brands including The Honey Pot, Rael, LOLA, Cora, DIVA, Here We Flo, and Saalt—working towards the abolition of tampon tax across the country. Now, each time, menstruators who purchase products from any of these brands from a third party, whether online or in-store, are reimbursed for the tampon tax at tampontaxback.com. The coalition aims to change how society sees periods, highlighting the risks of being unable to access necessary products, hoping to push the remaining states to anti-tampon tax legislation.
The beauty industry's efforts to encourage girls to embrace their sporting desire are continuously growing, with names, including Charlotte Tilbury,using their voices for good. By introducing period care sponsorships to sport, August is not only encouraging girls to chase their dreams but also helping them to feel heard through the often overwhelming experience of menstruating. By working to normalize periods and sports, August and USATF are breaking societal barriers through education, support, and the creation of inclusive environments, ensuring that menstruation does not hinder girls' participation in sports and their ability to enjoy the benefits of physical activity. After all, something so common should not be a barrier, but an opportunity for change.
