As part of International Women’s Day celebrations, Nike has paid tribute to a group it has crowned “The Toughest Athletes.”
Created with agency Wieden+Kennedy London, the athletics company’s latest campaign celebrates the strength of mothers in time for the release of its first dedicated maternity line, Nike (M). While drawing a connection between athleticism and motherhood, Nike’s minute-long short film shows more than 20 women balancing pregnancy and active parenting with wellness.
“The Toughest Athlete” was an international effort – participants from the UK, USA, Singapore, France, Australia, Jamaica and more were called to illustrate their respective prepartum and postpartum journeys, showing an inclusive range of women flexing their athletic and maternal prowess.
In addition, the spot featured cameos from some famous female athletes pulling parenting duty, including Serena Williams, Alex Morgan, Perri Edwards, Bianca Williams, Shelly-Ann Fraser-Pryce and Nia Ali.