Nike has recently unveiled a moving advertisement titled “The Toughest Athletes,” paying homage to mothers and their remarkable strength. Grab your tissues! This ad is bound to tug at your heartstrings. If you haven’t had a good cry today, watching this will definitely do the trick. The ad beautifully honors pregnant athletes, and I’m already planning to watch it again—this time with a box of tissues at hand.
“Motherhood looks different for everyone. But no matter what you do or how you do it, you are the toughest athlete,” the video’s caption resonates.
While the ad promotes Nike’s new maternity line, my focus is on the extraordinary athletes featured, including track stars like Tia James, Perri Shakes-Drayton, Nia Ali, and Bianca Williams. It also showcases tennis icon Serena Williams with her adorable daughter, Olympia, and USWNT soccer player Alex Morgan—all incredible moms.
The narrator poses a thought-provoking question: “Can you be an athlete? You, pregnant? You, a mother? That depends.” They continue, “What is an athlete? Someone who moves? Sounds like you. Someone who gets it done, no matter what? That’s you. Someone who listens to her body? Oh, that’s also you. Someone who defies gravity? You. Someone who deals with pain, hits her limit, and pushes past it? Pushing, pushing, pushing. Someone who earns every single win. You, you, you. So, can you be an athlete? If you aren’t, no one is.”
Filmed during the COVID-19 pandemic, this ad combines over 22 hours of intimate footage recorded by the mothers and their loved ones. Each shoot was directed via Zoom, ensuring the health and safety of everyone involved.
This ad marks a significant shift for Nike in how it represents pregnant women. Previously, track star Allyson Felix revealed that Nike had reduced her pay after she gave birth. Following public outcry and a congressional inquiry, Nike revised its maternity policy, ensuring pay and bonuses for 18 months around pregnancy. This change reinforces the message echoed in their ad: moms are resilient and unwavering.
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In summary, Nike’s powerful tribute to motherhood showcases the resilience and strength of moms, emphasizing that they are indeed some of the toughest athletes around. This ad not only highlights the incredible feats of pregnant athletes but also signals a positive shift in how brands recognize and support mothers.
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