Sequel’s Tampons Moving into Womans Sports Sponsorships.
When Greta Meyer, a former Stanford lacrosse player, and her classmate Amanda Calabrese, an elite swimmer, joined forces to create Sequel, they weren’t just building a tampon—they were designing a solution for a problem they both knew all too well. Meyer’s experience on the field and Calabrese’s in the pool highlighted a common issue: the fear of leaks during critical moments.
“Running down the field in a white uniform while menstruating? It’s a distraction,” Meyer told Retail Brew. This frustration led to the creation of Sequel in 2018, a tampon brand aimed at providing a more reliable product for active women. With a unique spiral padding design, Sequel aims to reduce leaks and has been making strides since receiving FDA clearance in 2023.
In a market dominated by giants like Procter & Gamble’s Tampax and Kimberly-Clark’s Kotex, Sequel is carving out its niche through strategic partnerships. Meyer and Calabrese’s backgrounds in sports have influenced their marketing approach, focusing on collaborations with women’s sports teams and fitness communities.
Sequel’s partnerships have been diverse and impactful. The brand has engaged with Athleta at the Paris Olympics and sponsored the Women’s Decathlon World Championships, providing products and support to athletes. They’ve also become the official tampon provider for the USL Super League, the new U.S. women’s professional soccer league. These partnerships not only boost brand visibility but also allow for product sampling in settings where performance is paramount.
Meyer emphasizes that these sports-oriented partnerships double as sampling programs. “Wherever we can show up and get people to try the product organically, that’s better than starting with traditional marketing,” she says. By placing their tampons in high-traffic areas like sports events and fitness studios, Sequel aims to reach potential customers in moments of need.
The strategic focus on sports isn’t just about visibility; it’s also a way to test the product’s durability. Meyer likens the approach to designing for extreme users. “If it works for Serena Williams, it’ll work for anyone,” she explains. This philosophy ensures that if Sequel can handle the rigorous demands of professional athletes, it will perform well in everyday situations too.
As an underdog in a market dominated by major players, Sequel leverages its unique positioning and innovative partnerships to stand out. By focusing on active women and leveraging organic sampling, the brand is not just competing; it’s redefining what’s possible in menstrual care.
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