Intimate and apparel brand Knix has announced the appointment of actress, producer, and best-selling author, Gabrielle Union, as its newest brand ambassador.

Knix will debut the partnership with a new campaign and tagline ‘Knix for Life’, a new brand mantra that showcases the U.S. brand’s mission to “provide products for every age and every stage of life all while breaking down barriers,” according to a press release.

Gabrielle first worked with Knix when she contributed her personal experiences and images to the brand’s ‘Life After Birth’ book which was published by Rizzoli in 2021. The book presents an entirely new look on the postpartum experience drawing on the collective stories of everyday people and celebrities like Union and more.

“I’m proud to be working with a brand like Knix,” said Union. “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.”

Union’s appointment comes 18 months after Knix’s $400 million acquisition by Essity in September 2022. Since then, the brand has experienced double-digit profitable growth and surpassed the 3 million customer mark. 

“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,” said founder and president of Knix Joanna Griffiths.

“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.”