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Why Adidas is venturing into period-proof activewear

Adidas may trail Nike in its share of the sportswear market globally, but its recent move into period-proof activewear could see the brand win extra points with female consumers. Last week, the brand unveiled TechFit Period Proof tights, a new product innovation that features an absorbent layer to help protect against leaks. The tights are the latest release in Adidas’ Stay in Play collection, which aims to drive menstruators’ participation in sport. “Our ambition with this product is to k