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.
https://www.youtube.com/watch?v=_-5MGkUwe6w&t=4s
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.
I think you should watch this ad. It reminds mothers that they are athletes. It celebrates mothers. It speaks truth. It’s powerful. It’s brilliant marketing. I agree with every word in this ad. I also think you should watch this ad so that you will hold Nike accountable for it. https://t.co/WgooNqPsy7
— Allyson Felix (@allysonfelix) March 15, 2021
