To launch Nike’s new maternity activewear line, Wieden + Kennedy London created a commercial that focused on expectant mothers as ­athletes. While this may sound a simple premise, it is surprisingly controversial, as women are typically discouraged from high-impact sport during pregnancy – gyms often turn away expectant mums, trainers are reluctant to work with them, and those who dare to train anyway often open themselves up to criticism.

More than 20 athletes from around the world, who are either pregnant or mothers, including Serena Williams, Alex Morgan, Perri Edwards, Bianca Williams, Shelly-Ann Fraser-Pryce and Nia Ali, among others, are shown punching, pumping, lifting, surfing, kicking, and running in the ad, capturing the strength and resilience of women “during one of the most transformative stages of their lives”.

The campaign extended to other changes at Nike, including new athlete contracts that support mothers, maternity workouts on the Nike Run Club app, plus a podcast and group workouts for Black mums to feel seen and be heard.

Agency: Wieden + Kennedy London
Executive Creative Directors: Tony Davidson, Iain Tait
Creative Director: Paddy Treacy
Design Director: Aaron Skipper
Lead Creatives: Molly Wilkof, Derek Lui
Creative: Jordan Dinwiddie
Head Of Production: James Guy
Producer: 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
Casting: Et Casting
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 Supervisors: Luke Todd, Ollie Ramsey
VFX Artists: Matt Shires, Will Robinson
Colourist: Lewis Crossfield
Sound Company: 750mph
Sound Designers: Sam Ashwell, Mark Hellaby
Head Of Production: Mary-Ann D’cruz, Martin Critchley
Music Company: Walker Music
Music Supervisor/Producers: Sara Matarazzo, Abbey Hickman
Composer: Patrick Cannell (ASCAP)