More Brands Are Supporting Pregnant Athletes

As we pass into each new year we are proud of the advancements we have made with regards to gender equality. Every day more women are breaking through the glass ceiling and finding success in male predominant environments. Where women once were considered the underdogs, they are breaking down barriers. Although we are making strides, we are nowhere near the place where we know we can be! Many companies are still seeing pregnancy and motherhood as a weakness. In both the professional fields and athletics, pregnancy is considered a disability. We are so grateful that there are brands that are busting through that stigma and are supporting women through every stage.

In 2013, Olympic athlete, Alysia Montaño, was competing in the 800m for the United States. She was a champion and a fierce athlete. She was being sponsored by Nike. However, Alysia decided to end her relationship with Nike because Nike said in the contract that she would not be paid if she became pregnant. In essence, she was useless to the big brand if she were to begin carrying a baby in her stomach. Alysia then went to the brand Asics who claimed that they would support her through her pregnancy. However, her contract was cut when the company went under new management. Her performance declined, because well, she was pregnant. Asics didn't like that she wasn't able to compete at the same level as when she wasn't growing a human.

Alysia Montaño felt like it was completely unfair that she was penalized for becoming pregnant especially since men don't get cut when they become fathers. “So many of these major brand sponsorships are highly unfair and downright discriminatory…this discrimination is hidden within fancy verbiage and legal jargon,” says Montaño. It was then that she decided she was going to seek out brands that would actually support women through their mothering journey, whether it be during pregnancy, or postpartum. She joined up with two other star athletes to help her with her new mission. Allyson Felix and Kara Goucher fought alongside Alysia to fight for maternal protection in their athletic contracts.

Now, all three women have been able to find brands that support them even though they are mothers. Alysia has since gained national attention and has been dubbed " that pregnant runner." She now has a four-year sponsorship deal with Cadenshae, an activewear brand specializing in clothing for pregnant and nursing moms. The New Zealand based company is dedicated to backing Montaño in ways that support the whole female athlete. Cadenshae signed Montaño in October last year, a few weeks after she announced her third pregnancy. The partnership focuses more on allowing Montaño to pursue her newfound role as a women’s maternity rights activist and her most important role – a mom, rather than demanding podium placings.

Cadenshae isn't the only brand making headway on this issue. Last week, Altra - who’ve sponsored Goucher since 2018 - upped the ante in support, offering both Montaño and international elite runner Tina Muir (31) contracts…both while pregnant. Montaño is due at the end of this month, while Muir will give birth to her second child in June. “We approached Tina and Alysia because they’re expanding their vision and voice to the larger population of runners and women. They’ve taken their athletic accomplishments and attached purpose and vision to it, which extends to helping others,” says Altra's Brand Communications Manager, Shanna Burnette.

Nuun Hydration is also choosing to celebrate the pregnant woman, rather than dismiss. The hydration company specializing in electrolyte-based tablets sponsored Montaño in 2019 when she was a mother of two, and increased their sponsorship in 2020, knowing full well she was heavily pregnant with her third child. Vice-President of Marketing Arielle Knutson says she hopes Nuun’s sponsorship of Montaño will motivate other businesses to provide better maternity coverage for mothers in all career facets, not just the sporting arena.“We aim to inspire more equity in brand-athlete partnerships. By working with Alysia we hope we can support her journey to be her best as an athlete, mother, and human in her community,” says Knutson.

Cadenshae founder Nikki Clarke says although things have improved, more needs to change for all working women, not just professional athletes. Companies like Cadenshae, Athleta, Altra, and Nuun…we’re trying to shift societal views towards women, pregnancy, and work, and we do this by sponsoring the big names to get the word out. We do it because we want to, but also because we need to…to pave the way for all expecting and new moms. Women are still so undervalued in 2020 and companies must re-evaluate their maternity coverage policies and compensate more appropriately where needed,” says Clarke.

You can check out more about Cadenshae's story by looking at their website!

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