Nike Launches ‘The Toughest Athletes’ To Celebrate Pregnancy And Motherhood

Nike Launches ‘The Toughest Athletes’ To Celebrate Pregnancy And Motherhood
SHARE
THIS



After launching a new maternity range last year, Nike has this week unveiled an inspirational piece of creative to promote the new clothing line and discuss some broader issues relating to pregnancy and motherhood.

The ad, which was launched to coincide with Mother’s Day in the United Kingdom (14 March), features some of the biggest names in world sport, including Alex Morgan, Perri Edwards, Bianca Williams, Shelly-Ann Fraser-Pryce, Nia Ali, and Serena Williams.

The campaign, which was created by Wieden + Kennedy, opens with the questions: “Can you be an athlete? You, pregnant? You, a mother? That depends.”

It then shows a variety of different vision of women training while pregnant and post-partum, as well as different shots of these female athletes with their babies and children.

You can check it out here.

And while the ad is filled with star power, the real her of the ad is the voiceover, which remains inclusive and reminds us that being an athlete is being “someone who gets it done, no matter what”.

And while the ad has been widely applauded, Nike has previously come under fire for its treatment of pregnant athletes.

In 2019, six-time Olympic gold medallist Allyson Felix revealed Nike wanted to pay her 70 per cent less after she became a mother.

Felix went public with the matter and called out Nike for the move. Nike soon responded with an updated policy for pregnant athletes, which guarantees no performance-related reductions in pay for 18 months, beginning eight months prior to the due date for pregnant athletes.

Felix – who has since left Nike – responded to Nike’s latest ad, encouraging people to use it as a way to hold Nike accountable.

 

 

 

 

Please login with linkedin to comment

Nike

Latest News

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
  • Technology

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks

An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]

by B&T Magazine

B&T Magazine
Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
  • Marketing
  • Media

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000

The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]

by B&T Magazine

B&T Magazine
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
  • Media

UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years

The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]

Mobile Pnone Shopping Online With A Debit Card
  • Marketing
  • Technology

Ultra Commerce Acquires Vesta eCommerce

Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]