The Ultramarathon of Motherhood
In late 2020, global sportswear giant Nike unveiled Nike (M) – a specially-designed maternity collection comprising four essential activewear pieces for expecting and postpartum mothers.
As part of the campaign surrounding the launch, our Production team partnered with Nike to create a set of exclusive seeding kits, destined for a handful of influential individuals around the globe.
In addition to housing the four key pieces from the collection – a sports bra, leggings, pullover and tank top – each seeding kit included a Polaroid camera, plus a notebook and pen bearing the collection’s logo.
Using the camera and the journal, the recipients were invited to capture the highs and lows of their unique journey through pregnancy, in an ongoing campaign designed to support athletes during the ‘ultra-, ultramarathon of motherhood’.