Nike’s latest docu-campaign “The Toughest Athletes” captures the pain and strength mothers experience during one of their metamorphosis stages, i.e. motherhood and its an entire phase right from pregnancy.
Created by Wieden + Kennedy London, ”The Toughest Athletes” puts the spotlight on mothers and their relation with sports. Through the lives of 20 mothers across various stages of motherhood and pregnancy, Nike highlights the physical and mental strength demanded by motherhood portrayed by the likes of Serena Williams, Alex Morgan, Perri Edwards, Bianca Williams, Shelly-Ann Fraser-Pryce, and Nia Ali – along with everyday female athletes- all shot over zoom calls in the pandemic.
The campaign ends with a powerful message, “So, can you be an athlete? If you aren’t, no one is.” allowing the audience to contemplate the difficulties their mothers experience and the power that they hold.