Nike posted a short film on Mother’s Day 2021 which showcases the strength of women during pregnancy and early motherhood and promotes the brand’s new maternity collection.
The 60-second online video, called ‘The Toughest Athletes’, features a 20-strong team of brand ambassadors and pregnant amateur and everyday female athletes highlighting various stages of pregnancy and early motherhood to showcase their power and strength during this transformative life stage.
The campaign spans members of Nike athlete endorser stable from the Australia, France, Jamaica, Singapore, the UK and the USA and stars in the spot include Serena Williams, Alex Morgan, Perri Edwards, Bianca Williams, Shelly-Ann Fraser-Pryce and Nia Ali.
The spot starts by asking “Can you be an athlete? You, pregnant. You, a mother. That depends. What is an athlete? Someone who moves? Sounds like you. Someone who gets it done, no matter what. You do that”. Then the narrator closes the video with the conclusion: “So, can you be athlete? If you aren’t, no one is.”
The creative showcases how motherhood looks different for everyone, but, no matter what you do or how you do it, mothers are the toughest athlete.
The ad promotes the launch of Nike’s first dedicated maternity collection, Nike (M), which is now available in North America, Europe and Africa at nike.com and in select Asia Pacific and Latin American markets later in 2021.
In addition to the marketing campaign and then collection, Nike has also partnered with pre-and post-natal exercise expert Jane Wake to create a set of four audio guided workouts specifically for motherhood in the Nike Run Club app.
Comment:
The ad was filmed during the global pandemic and was edited from more than 22 hours of intimate footage shot by the mothers featured and their friends and families.
Each shoot was remote-directed via Zoom to keep each individuals health and safety a priority.
Within its first 28 hours the spot generated 8m Instagram views, 3.8m YouTube views and a further 700,000 Twitter views on Nike’s own channels.
Leave a comment
You must be logged in to post a comment.