After becoming a viral sensation during the 2025 All-Star Weekend, Stud Buds and Minnesota Lynx players Courtney Williams and Natisha Hiedeman welcomed us to the party of their new partnership by deciding to elevate their iconic pink hair in light of their partnership with U by Kotex for the season’s most significant games. In the match between the Minnesota Lynx and the Indiana Fever, they unveiled that their transformative pink hair had been revamped to bright red hair to spark conversations around a taboo subject in women’s sports: menstrual cycles. This initiative supports U by Kotex’s “Play on Your Period” campaign, which debuted during this year’s March Madness, aiming to normalize menstruation in sports by highlighting the resilience and strength of women athletes.
Fans may wonder how menstrual cycles impacted the state of women’s sports. Unfortunately, fear of leaks, along with pain and fatigue, has led many young girls to avoid sports during their periods. Furthermore, studies in the UK have shown that a significant number of young girls lose interest in sports once they start menstruating, with over 80% experiencing a decline in participation. This has resulted in 1 in 4 women reporting feelings of embarrassment when participating in sports while menstruating. This stigma motivated The Stud Budz and U by Kotex to devise a strategy to foster open conversations about the menstrual cycle and its impact on athletes, aiming to reduce the associated shame and stigma.
As unsettling as it seems, historically periods have been regarded as a hindrance to an athlete’s performance. However, The Stud Budz, in partnership with U by Kotex, are challenging this stereotype to encourage more women to embrace the strength that comes from playing while on their period. In their campaign video, Courtney Williams and Natisha Hiedeman addressed a variety of questions, including their partnership with U by Kotex. Courtney emphasized,
“I love everything that they stand for. Just doing anything to help women feel more comfortable,” Natisha emphasized when asked what message they would share with young girls.“Always stay positive. Sometimes going through failures really excels you to the next level.”
The duo also discussed whether conversations about periods are common in the locker room. They expressed their strong support for one another, highlighting the beauty of diversity in women’s sports and the importance of representation in basketball. This effort is critical to debunking the stigmas that exist within women’s sports.
Together, these star basketball players have demonstrated to fans that menstruation has not deterred them from pursuing their athletic dreams. This conversation is crucial not only for the current state of basketball but also for the future of women’s basketball. The partnership being discussed has the potential to positively influence millions of young girls who may avoid sports due to negative stereotypes surrounding sensitive topics. When athletes engage in these discussions, they gain the power to shape the narrative around stigmas in women’s sports. As Courtney Williams and Natisha Hiedeman continue to excel on the court, they exemplify courage and resilience through their partnership with U by Kotex.