Dive Brief:
- Pantene has teamed with Allyson Felix for its "What's Your Legacy" campaign, per a press release. Felix is the only female track and field athlete to win six Olympic gold medals, and is set to compete at the 2020 Tokyo Games, which will begin on July 23.
- Felix and her daughter Camryn are featured in an online video that explores the Olympian's legacy, both on and off the field. The video also alludes to the complications Felix faced during pregnancy and how she has brought attention to the issue of healthcare inequalities facing mothers of color.
- The Pantene campaign's focus on motherhood is in line with previous Olympic ad campaigns by parent company Procter & Gamble. Along with Pantene, Felix is a brand ambassador for Gap's Athleta brand, a deal she signed in 2019 after speaking out against Nike's maternity policies.
Dive Insight:
Pantene's campaign with Allyson Felix in advance of the 2020 Tokyo Games highlights one of the most decorated women in sports history. "What's Your Legacy" is part of P&G's larger effort around the Olympics, which includes two short films that build on its past "Thank You, Mom" campaigns, and continues the company's purpose-driven marketing, especially around issues of race and gender.
The theme of motherhood is also central to "What's Your Legacy." The video alludes to Felix's stay in the hospital after giving birth via an emergency C-section in 2018. Her daughter Camryn spent time in the neonatal intensive care unit (NICU), and Felix has since brought public attention to healthcare inequalities facing mothers of color, speaking before Congress at a hearing on racial disparities in maternal mortality in 2019.
In addition, Felix spoke out against Nike's maternity policies for sponsored athletes. Felix's Nike contract had ended in December 2017, and she said the company wanted to pay her 70% less than previously after the birth of her child. Public outcry after Felix and Olympian runners Alysia Montaño and Kara Goucher shared their stories about Nike's treatment of sponsored athletes around pregnancy caused the company to change its maternity policies. Felix signed a sponsorship with Gap's Athleta brand two months after making her story public.
"Pantene celebrates everyone whose legacy is built on courage, strength, and advocating for what is right," Jessica Ettelson, Pantene brand director, said in the press release. "We are so proud of the athlete, activist, and mother that Allyson is and are excited to share the legacy she has built for her daughter and the world, while inspiring others to build their own."
After being delayed due to the coronavirus pandemic, the 2020 Tokyo Games are scheduled to begin on July 23, although there is still some concern about the safety of the games as Japan has seen spikes in COVID cases in recent months.
