American multinational corporation Nike has come out with its maternity ad that features pregnant and lactating women. The ad is titled “Toughest Athletes, ” indicating that mothers are the ultimate endurance athletes. The ad stars Serena Williams and Olympia, USWNT soccer player Alex Morgan, and track stars Shelly-Ann Fraser-Pryce, Perri Shakes-Drayton, Nia Ali Bianca Williams.
“Can you be an athlete? You pregnant? You, a mother? That depends,” the ad begins. “What is an athlete? Someone who moves? Sounds like you,” the narrator says. “Someone who gets it done, no matter what? You do that—someone who listens to her body. Also you. Someone who defies gravity. You. Someone who deals with the 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.”
The ad caption says, “Motherhood looks different for everyone. But no matter what you do or how you do it, you are the toughest athlete.”
The women in the ad are wearing Nike’s maternity line, Nike (M), which launched last year in September. The maternity line features sports bras, pullovers, tank tops and leggings. The Nike (M) collection was designed keeping in mind the ultramarathon, “Motherhood”.
This is Nike’s first-ever dedicated maternity collection which supports women during all stages of pregnancy and beyond. Whether they are lactating or dealing with postpartum pregnancy, or even losing weight following childbirth, there is everything for someone in-store.
“The more we listened to expecting mothers and postpartum mothers, the more we learned, reworked and innovated through inclusive design,” says Carmen Zolman, Nike Senior Design Director for Apparel Innovation. “It’s the project of a lifetime to work in lockstep with all kinds of mothers to bring to life a capsule that truly supports women’s relationship with the sport during such a transformative time in their lives.”
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