With a Stunning New Ad, Nike and Wieden+Kennedy Salute Moms as the Toughest Athletes

Campaign salutes motherhood for Nike's new maternity activewear line

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

As the U.K. celebrated Mother’s Day on Sunday, Nike 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.

As the determined women pump breast milk before a yoga session or take a short breather during a daytime run, a voiceover reminds the viewer that, like a mother, an athlete is anyone who moves, listens to their body, pushes themselves past their limits and “earns every single win.”



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in