Despite the immense physical and emotional toll, the sacrifices of motherhood are often ignored.

In 2024, PUMA launched a campaign to spotlight the endurance, strength, and resilience that define motherhood.

Idea

One of the most underestimated aspects of motherhood is the physical weight of a child. Constant lifting, carrying, and running after a little one can burn nearly 1,500 calories a day. The campaign “Moms Are Real Athletes” shines a light on these everyday feats.

Execution

To demonstrate how much weight mothers lift daily, we labelled the plates and dumbbells at Vibes Health & Fitness to reflect the kilograms of young children from different age groups.

Working with fitness influencer and mother Evgenia Djaferovic, we designed a special conditioning workout that condensed a mother’s daily physical load into one hour.
Participants in the workout had to complete a 1,500-calorie-burning workout — an experience that left many both exhausted and enlightened.

Amplification

The campaign was amplified with a photoshoot featuring mother-influencers and their children, capturing everyday moments that resemble different sports disciplines.

Next, in an Instagram activation, influencers encouraged their followers to show the sporty side of motherhood.
Using an “Add Yours” sticker and the hashtag #mumsarerealathletes, they shared stories of how they multitask.