As brands strive to create lasting connections with interested consumers, Playtex Sport is counting on active creators to reach those who will care the most and drive sales to retailers.

• This summer, Playtex Sport has rolled out a social-first integrated campaign led by an array of fast-moving creators using the hashtag #MoveWithoutCompromise.

Playtex is banking on personalities building authority in the product and leading consumers to social and ecommerce channels.

• US social commerce sales will reach $102.68 billion this year, according to EMARKETER’s forecast.
• Retail ecommerce sales for Walmart.com are projected to reach $137.40 billion this year, up 23.3%, per EMARKETER.

“Social allows us to meet our consumers where they are and showcase how Playtex Sport fits naturally into their unique lifestyles with comfort and ease,” said Victoria Siewert, senior brand manager, Playtex Sport at Essity. “It also allows us to demonstrate the diverse landscape of young women that use our products.”

Building trust with women

Social media serves as the centerpiece of this campaign, connecting with other digital marketing channels that cover the full consumer journey by using the hashtag #MoveWithoutCompromise, Seiwert said. The creator-led effort will continue through summer and fall, speaking to a primary audience of women ages 18 to 29. 

“We chose a social-first strategy because our audience turns to creators for trusted recommendations and authentic conversations around wellness, self-care, and everyday life,” said Siewert.

One prominent creator taking part in the campaign is Dallas Cowboys cheerleader Charly Barby, who has 436,000 followers on Instagram, and 504,000 followers on TikTok. Her videos show off intense training in a dance studio and packing a handbag with everyday essentials, including Playtex Sport products.

Alaina Jannette, a creator with nearly 33,000 Instagram followers, is also featured in the campaign with videos of her exercising with dumbbells, playing beach volleyball, and traveling.

“While athletes and fitness creators were a natural fit, it was important to show that movement shows up in a lot of different ways,” said Siewert. “To bring that to life, we also partnered with creators whose everyday lives reflect movement, from college students and travelers to wellness enthusiasts, beachgoers, and young professionals.”

Walmart-focused creators

For the campaign, Playtex Sport assembled a roster of creators, including Walmart-focused creators, with the help of agency of record Autumn Communications.

“Many of the Walmart creators already have established storefronts and relationships with the retailer, allowing them to naturally incorporate Playtex Sport into content that directs their audiences to shop at Walmart,” said Siewert. “This approach creates a seamless connection between product discovery and purchase.”

• Walmart health and personal care retail ecommerce sales will climb 25.6% YoY in 2026, according to EMARKETER.

Healthy conversations

Because many creators have loyal followings and lasting relationships with consumers, one of Playtex's goals for the campaign is to  overcome stigmas around conversations on health-related topics.

“Periods and menstrual health are a normal part of life, but conversations around them have often been treated as uncomfortable or off-limits for far too long,” said Siewert. “Through #MoveWithoutCompromise, creators openly share how they navigate their periods while continuing to work out, travel, study, compete, and live active lives. By seeing trusted creators have these conversations in an authentic way, women can feel more comfortable discussing menstrual health and more empowered to prioritize their own care.”

Siewert added: “This reflects a broader commitment from Playtex Sport and Essity to make conversations around women's care more open, relatable, and accessible.”

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