After what has been an exhausting week for many of us (as we remember the fight is far from over), Nike has just released its latest campaign, a film entitled ‘The Toughest Atheletes’ which captures the power and strength of women during one of the most transformative stages of their lives: pregnancy and early motherhood.
Filmed during the pandemic, the short film was compiled from more than 22 hours of intimate footage shot by the mothers featured and their friends and families. “Each respective shoot was directed via Zoom to keep each individuals health and safety a priority,” says Wieden+Kennedy London.
Those featured come from the United Kingdom, United States, Singapore, France, Australia, Jamaica and more. “Moms from across the world helped illustrate how motherhood is an ultramarathon,” the advertising firm adds.
The film coincides with Nike’s first dedicated maternity collection,