The Nike commercial and Maternity highlights the strength of women during their first steps as mothers.
In 2020 Nike announced a new line of sportswear aimed at maternity. Under the name Nike (M), the multinational launched new pieces of maternity and postpartum sportswear to meet the needs of pregnant mothers who wanted to play sports.
To promote Nike (M) they have launched a fantastic advertising campaign in which we see several Elite athletes during their first passes as mothers.
“The Toughest Athletes” is the title of the Nike commercial for maternity. Created by Nike’s lead agency Wieden + Kenedy London, the campaign answers a question: “What is it like to be an athlete?”
During the commercial we see the testimony of more than twenty mothers in different stages of motherhood: pregnancy, postpartum and breastfeeding. All of them doing sports in their own way and within the possibilities that pregnancy allows them. Among them are mixed elite athletes such as tennis player Serena Williams, soccer player Alex Morgan, dancer Perri Edwards and athletes Bianca Williams, Shelly-Ann Fraser-Pryce and Nia Ali.
For the Nike campaign and maternity, more than 22 hours of intimate images filmed by mothers have been collected. Those most committed shootings for the participants were directed by Zoom to maintain the health and safety of the participants. As a final nod, at the end of the ad a heartbeat sounds and the Nike logo appears in a mini version.