Pantene has teamed up with athlete ambassador and US Olympic track star Allyson Felix to launch a campaign called ‘What’s Your Legacy’ ahead of Tokyo 2020.
The P&G haircare brand campaign focuses on motherhood and dovetails with the parent company’s ongoing, long-running ‘Proud Sponsor of Mum’s’ Olympic activation platform. It positions Felix as an athlete, a mother and an activist who’s legacy is more than medals and records, but also a lasting pathway she has helped create for the next generation of women and girls.
The campaign is spearheaded by a 90-second hero spot which stars Felix and her daughter Camryn and explores her legacy, both on and off the field. The video includes a key cause message as it references the complications Felix faced during pregnancy and birth in 2018 and how she has brought attention to the issue of healthcare inequalities facing mothers of colour.
“Pantene celebrates everyone whose legacy is built on courage, strength, and advocating for what is right,” commented Pantene Brand Director Jessica Ettelson. “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.”
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‘What’s Your Legacy’ is just one part of IOC global partrner P&G’s umbrella Olympic activation and builds on previous ‘Thank You Mum‘ campaigns whilst continuing the company’s purpose-linked marketing around the issues of equality in gender and ethnicity.
Felix is the only female US track and field athlete to win six Olympic gold medals and is set to try and add to that total at the 2020 Tokyo Games which are scheduled to start a year late on 23 July.
As well as acting as a Pantene endorser, Felix is also an ambassador for the Gap-owned leisurewear Athleta brand (a deal she penned in 2019 after speaking out against Nike’s maternity policies).
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