Mon, 15 Mar 2021 12:13:35 GMT
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.
'The Toughest Athletes', created with Wieden+Kennedy London, 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.
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 film 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.
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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
Editor: Vid Price
Edit Assistant: Jennifer Trividad
Edit Producer: Polly Kemp
Edit House: Trim Editorial
VFX Company: Time Based Arts
VFX Producer: Chris Aliano
VFX Supervisor: Luke Todd / Ollie Ramsey
VFX Artists: Matt Shires / Will Robinson
Colourist: Lewis Crossfield
Sound Company: 750MPH
Sound Designer: Sam Ashwell / Mark Hellaby
Head of Production: Mary-Ann D’Cruz / Martin Critchley
Music Company: Walker Music
Music Supervisor / Producer: Sara Matarazzo / Abbey Hickman
Composer: Patrick Cannell (ASCAP)
Genres: People, Storytelling, DialogueTrim Editing, Mon, 15 Mar 2021 12:13:35 GMT