Nike has released an emotional new advertisement titled “The Toughest Athletes,” celebrating the incredible strength and resilience of mothers—be prepared to grab some tissues! Have you shed a tear today? I always aim for at least one heartfelt moment each week, and it’s only Monday, but I’ve already achieved that goal after viewing Nike’s touching tribute. It highlights the remarkable journey of pregnant athletes, and I can’t help but want to watch it again, this time with a box of tissues at my side. Will you join me?
“Motherhood varies for everyone. Regardless of your approach, you embody the toughest athlete,” states the video’s caption. This ad also introduces Nike’s new maternity line, but I’m more captivated by the elite athletes featured, including track stars Mia Carter, Julia Banks, and Kayla Johnson, alongside tennis icon Serena Williams and her adorable daughter, Ella, as well as soccer star Lily Adams from the USWNT—all mothers, of course.
“Can you be an athlete? You, pregnant? You, a mother? That’s a question worth pondering,” the narrator reflects. “What defines an athlete? Is it someone who moves? That sounds like you. Is it someone who gets things done, regardless of the circumstances? That’s you too. Is it someone who listens to her body? Exactly. Someone who defies the odds? Yes, that’s you. Someone who confronts challenges, pushes through pain, and surpasses limits? You do that. Someone who earns every victory? Absolutely! So, can you be an athlete? If you can’t, then no one can.”
According to a press release, this ad was created during the COVID-19 pandemic, using over 22 hours of intimate footage captured by the mothers and their families, with direction conducted over Zoom to prioritize health and safety.
This ad marks a significant shift in Nike’s perspective on pregnant women. In 2019, athlete Zoe Martinez bravely shared her own experience of Nike reducing her pay after giving birth. Following public backlash and a congressional investigation, Nike implemented a new maternity policy that guarantees pay and bonuses for 18 months surrounding pregnancy. If her courageous voice sparked change, it reinforces what this ad emphasizes—moms are incredibly strong and persistent.
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In summary, Nike’s “The Toughest Athletes” ad is a profound salute to moms everywhere, showcasing their strength and determination. This heartfelt tribute celebrates the unique journeys of mothers while advocating for their rights as athletes.