Adidas has spent the past two years developing sportswear to handle menstrual leaks. Whereas the products of a brand like Thinx are claimed to absorb the same amount of discharge as several tampons, Adidas’ line is intended for use in conjunction with tampons or pads. The accompanying marketing campaign, with the slogan “Stay in play,” shows women and girls playing their sports even while menstruating. This is in line with the educative approach of the brand’s research partner in the project, Georgie Bruinvels, who completed a PhD studying the menstrual cycle and the female athlete at University College London (UCL).