Dear Mama

Let’s be clear: Advertisers do depict mothers far more often than they feature women without children. However, the portrayal of mothers has remained relatively static, resembling the traditional image of caretakers deep in domestic chores—an archetype that hasn’t significantly evolved since the 1950s. Today’s moms seek a more nuanced representation in advertisements, with a recent survey revealing that nearly 90% of U.S. moms wish brands would recognize that motherhood is just one facet of their identity.

This disconnect between the real experiences of motherhood and the idealized portrayals in advertising has spurred the rise of the “momfluencer” phenomenon. Especially at the intersection of this trend are athlete moms, whose powerful narratives resonate with both authenticity and relatability.

Superhuman, Super Mom

Athlete mothers often find that sharing their experiences helps elevate their public image. They narrative around both the joys and challenges of motherhood entwined with their athletic commitments allows them to become effective brand ambassadors.

Take Italian speed skater Francesca Lollobrigida, for example, who recently celebrated her second gold medal at the Milano Cortina Games. Her heartfelt post-race celebrations with her young son captured the hearts of many, embodying the phrase “you can be a mom and be a champion.” She expresses, “I didn’t choose between skating and being a mom.”

Additionally, Allyson Felix, a stalwart in track and field, has made waves not only for her athletic prowess but also for advocating maternity rights. After championing the need for maternal protections at Nike, she launched her lifestyle brand, Saysh, and has also pledged significant efforts towards maternal advocacy, including the establishment of the first-ever Olympic Village nursery for mothers attending the Paris 2024 Games.

The Brand Benefit

The collaboration between brands and mothers, especially athlete moms, can create a powerful marketing strategy that speaks to various consumers on multiple levels. It’s not merely about hitting the target demographic; it’s also about making a meaningful impact by addressing real-life challenges that resonate with families.

An excellent illustration of this is the company Bobbie, a formula brand that partnered with Naomi Osaka. Together, they framed Osaka’s journey back to tennis post-childbirth as not just a personal story but a statement about integrating motherhood with career ambitions. Their marketing not only supported Osaka but also advocated for paid parental leave through grants, adding another layer of responsibility to their brand narrative.

Inclusivity and Authenticity

Alana Casner, a senior vice president at Parity, articulates the marketing landscape’s shift toward diversity and inclusivity. Highlighting how brands are increasingly seeking ways to authentically integrate mothers into their narratives, she emphasizes that “moms are both inspirational and relatable,” reflecting the intricate balance of personal and professional lives many women manage today.

Brands have the opportunity to showcase athlete moms not just in promotional campaigns but as genuine influencers who can lead conversations around maternal wellness, sports, and lifestyle empowerment. For instance, M&T Bank proudly showcased athlete mom Lois Cook in their marketing initiatives, ensuring representation that spoke volumes.

Dynamic Representation

Today, brands are well aware of the potential benefits of collaborating with mothers. It’s not just about representation for the sake of inclusion; it’s about fostering a connection with consumers through shared experiences. For every campaign integrated with motherhood’s authentic stories, there’s a wave of support that not only captures consumer interest but builds loyalty.

By amplifying the narratives of athlete mothers, companies can break the mold and provide refreshing perspectives that transcend traditional portrayals. Brands can engage mothers by weaving their stories into campaigns—be it through social media or community initiatives.

Engaging with athlete mothers illuminates the multifaceted identity of women today, moving away from the stereotypes of domesticity and placing mothers at the heart of dynamic storytelling. This creates a powerful continuum of influence capable of shifting cultural narratives and empowering the modern mother.

Whether through direct advocacy or relatable campaigns, integrating the essence of motherhood into brand narratives marks a step towards more inclusive representation in advertising, and athlete moms are leading the charge.