Modibodi and Puma release new campaign for athletes
Modibodi and Puma have launched a new campaign with apparel for athletes, with ambassador Jamilla Riley, Brisbane City FC captain.
The announcement:
Global absorbent apparel brand, Modibodi® and sports company PUMA have launched a new campaign by Modibodi’s in-house creative team.
To celebrate the third drop of their best-selling active period underwear range; the campaign focusses on ensuring all athletes, no matter the colour or cut of their uniform, feel comfortable to not just play on their period, but to dominate.
Designed to closely align to both PUMA and Modibodi’s positioning; providing superior performance through Modibodi’s innovation in the period underwear category and PUMA’s world-class expertise, this integrated global campaign includes digital and social roll outs and features the team from Brisbane City FC to bring to life the benefits of playing on your period.
Modibodi ambassador and Brisbane City FC Captain, Jamilla Riley, says: “As someone who menstruates and plays soccer in a white uniform, I can attest to the discomfort and anxiety that combination can create, particularly when you are young. You spend your time shamed by the fear of leaks, and it can take all your mental strength to refocus on the game at hand.
“That’s why I’m such an advocate of the new PUMA x Modibodi active period undies. Their latest ‘You take on the game. We’ll take care of leaks.’ campaign is bringing some muchneeded innovation to the sportswear market and, as a player, that’s really liberating!”
Modibodi CMO Liana Lorenzato says: “We wanted to create a campaign to destigmatise the challenges of menstruating whilst competing and show athletes a new world in which they can feel confident and supported to play while they bleed. We wanted to remove anxiety and the fear of leaking so athletes can focus on their game, not their period.”
Credits:
Chief marketing officer: Liana Lorenzato
Marketing director: Dalia Adler
Communications director: Lucy Lamming
Creative lead: Grace O’Brien
Lead copywriter: Jacqueline Kennedy
Art direction lead: Lucie de La Chaise
Creative services manager: Simone Manuputty
Brand and marketing manager: Caitlin Lilley
Brand and marketing coordinator: Michelle Baker
Production: The Pool Collective
Photographer: Juliet Taylor
Executive [roducer: Courtney Lewis
Producer: Sarah MacKinnon
Source: Impact Agency
