Nike: The Toughest Athlete by Wieden+Kennedy

Nike is celebrating the power and strength embodied by female athletes during pregnancy and early parenting in an inspiring film documenting the physical and mental strength demanded by motherhood.

Coinciding with Mother’s Day ’The Toughest Athletes’ follows 20 famous and everyday sporting figures at different stages of pregnancy and motherhood, including tennis star Serena Williams, footballer Alex Morgan and athlete Nia Ali. Compiled from over 22 hours of intimate footage shot by friends and families, the spot charts embodies the specific challenges of motherhood in lockdown.

Created by Wieden + Kennedy London the complex pandemic-compliant shoot had to be directed via Zoom to ensure the safety of participants ,with mums from around the world proudly showing their bumps and bundles of joy to the camera as a source of inspiration to others.