*As Knix’s new Global Brand Ambassador, Gabrielle Union advocates for women’s health through her new campaign with the brand.
In the campaign, Gabrielle rocks Knix’s latest innovation: Leakproof UltraThin No-Show underwear. “Leakproof UltraThin No-Show underwear is made with Knix’s patented 360 LeakSealTM technology, providing leakproof protection without the bulk. Designed for comfort and confidence, it feels just like regular underwear, moving with you throughout the day,” per the press release.
Knix is introducing a new tagline: “Knix for Life.” This reflects the brand’s commitment to creating comfortable and innovative products that support women through every stage of life.
“The great thing about Knix and the great thing about where I’m at in life is that I want open communication, love, acceptance, resources and answers at every stage of my life, not just when I’m young and shiny,” Union told PEOPLE about the partnership. “We need brands that are going to grow with us as we change and our bodies change and as life changes. And Knix is one of those companies, they are uniquely qualified to stay with us for the long haul.”
Following Essity’s acquisition of Knix for $400 million in September 2022, Union joins as Knix’s latest Global Brand Ambassador. According to the release, the brand has experienced double-digit profitable growth and surpassed the 3 million customer mark.
“I’m proud to be working with a brand like Knix,” said Union in a statement. “Their mission to inspire people to live unapologetically free, at any age and any stage is what resonated with me most. Because when I stopped caring about what everyone else thought, and leaned into what I thought – that’s when I felt empowered and free.”
Knix Founder and President Joanna Griffiths added, “I created Knix because I was tired of brands limiting women to one narrow image. We’re more than just sexy or sporty; we’re multifaceted. Gabrielle is the quintessential modern woman proving that we exist outside of a singular definition. Knix for life is about defying stereotypes no matter the stage or age you are in. I’m proud to support her and all women with products that match our dynamic lifestyle.”
Union first collaborated with Knix on its Life After Birth book in 2021.
“I like that Knix is with you from 13 to menopause and beyond,” she shared with PEOPLE.
“You might discover that you have endometriosis or fibroids or cysts and those crazy periods that feel like hemorrhages, Knix is with you then,” the actress continued.
“You have a baby. Nobody talks about the postpartum fun that is leaving your body for a minute. You need them then too. And when you go into perimenopause and your periods are 30 days — all the different reasons why people at different points in their lives will need a company to grow with them, not judge them and not focus their marketing dollars somewhere else, because our needs never really ends,” Union added.
Per the release, “Knix’s product line covers various categories such as intimates, activewear, swimwear, and shapewear, reflecting their commitment to being there for every stage, every activity, and every day of the month.”
Check out Union’s Knix for Life campaign film via the YouTube clip above.
To learn more about Knix and the partnership with Gabrielle Union, click here.
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