Nike celebrates motherhood in “tough” film

(Produced during Covid on ZOOM)

Nike’s latest film, The Toughest Athletes, captures the power and strength of women during one of the most transformative stages of their lives, pregnancy and early motherhood.

Developed by Wieden+Kennedy London, The Toughest Athletes illuminates the correlation of sport and motherhood through the lens of more than 20 mothers across various stages of their pregnancy and postpartum journeys, and is underscored by the likes of Serena Williams, Alex Morgan, Perri Edwards, Bianca Williams, Shelly-Ann Fraser-Pryce and Nia Ali — along with everyday female athletes. 


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Filmed during the global pandemic, The Toughest Athletes 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.

With representation from the United Kingdom, United States, Singapore, France, Australia, Jamaica and more, moms from across the world help illustrate how motherhood is an ultramarathon.

The Toughest Athletes coincides with Nike’s first dedicated maternity collection, Nike (M), available in North America, Europe and Africa at nike.com. The collection will release in select Asia Pacific and Latin American markets beginning late 2021. 

In addition to the collection, Nike also partnered with pre-and post-natal exercise expert Jane Wake to create four audio guided workouts specifically for motherhood in the Nike Run Club app

CREDITS:

CLIENT: Nike

AGENCY: W+K LONDON 
  • ECDS: Tony Davidson & Iain Tait 
  • CREATIVE DIRECTOR: Paddy Treacy 
  • DESIGN DIRECTOR: Aaron Skipper 
  • LEAD CREATIVES LONDON: Molly Wilkof, Derek Lui 
  • CREATIVE PDX: Jordan Dinwiddie 
  • HEAD OF PRODUCTION: James Guy 
  • PRODUCE: r Anna Neilson 
  • GLOBAL STRATEGY DIRECTOR: Paula Bloodworth 
  • PLANNING DIRECTOR: Brian Ritter 
  • PLANNER: Rachel Holden 
  • COMMS PLANNING DIRECTOR: Anjali Patel 
  • GROUP ACCOUNT DIRECTOR: Amber Martin 
  • ACCOUNT DIRECTOR: Holly Baker-Cliff 
  • ACCOUNT MANAGER: Jordie Wildin
EDIT: Trim Editorial
  • EDITOR: Vid Price 
  • EDIT ASSISTANT: Jennifer Trividad 
  • EDIT PRODUCER: Polly Kemp 

VFX: Time Based Arts 

  • VFX PRODUCER: Chris Aliano
  • VFX SUPERVISOR: Luke Todd / Ollie Ramsey 
  • VFX ARTISTS: Matt Shires / Will Robinson 
  • COLORIST: Lewis Crossfield 

SOUND: 750MPH 

  • SOUND DESIGNER: Sam Ashwell / Mark Hellaby 
  • HEAD OF PRODUCTION: Mary-Ann D’Cruz / Martin Critchley 

MUSIC: Walker Music 

MUSIC SUPERVISOR / PRODUCER: Sara Matarazzo / Abbey Hickman 

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