July 2026: Brands ramp up public destigmatization and activewear marketing campaigns

Major manufacturers are shifting away from traditional clinical advertising toward lifestyle-oriented activewear branding. In early July 2026, brands like NorthShore launched high-profile public initiatives, such as the 'Say Yes Summer' campaign, to promote active social living for individuals with heavy bladder leaks. This trend coincides with the ongoing market expansion of fashion-forward, ultra-thin, and pull-up style underwear designs from major competitors like Kimberly-Clark and P&G.