It may be surprising that, until now, athletes competing at the Olympics have never had a dedicated space to spend time with their babies and young children.
The 2024 Paris Olympic Games are breaking new ground by introducing the first-ever Olympic Village Nursery, thanks to Pampers. This nursery is specifically designed for children in nappies and represents a significant step toward supporting athlete parents.
Located in the non-residential area of the Olympic Village Plaza, the nursery will be open daily from 9am to 9pm. It provides a calm space for athletes to care for, nurture and bond with their children.
The facility includes comfortable seating, a play zone and a private area for breastfeeding. Naturally, Pampers nappies and wipes will also be available.
US track and field legend, Allyson Felix, an 11-time Olympic medallist and mother, is helping to launch this initiative.
Felix shared her experiences with NBC, saying, "I had the experience of coming back to competition with my daughter, and it was really challenging ...
“It was even hard in ways I didn't expect, like staying in hotels, washing bottles, all the things you have to bring, feeding your baby in stadiums, who's going to watch your baby?"
Felix partnered with the International Olympic Committee (IOC) and P&G/Pampers to co-launch the nursery.
Although she’s not competing this year, she is on the Athletes Commission of the IOC and has taken it upon herself to advocate for athlete moms.
The nursery is a landmark development that marks a significant shift in global perspectives on the intersection of athletics and parenthood.
As the Olympics in Paris kicked off on July 26, this progressive move aligns perfectly with World Breastfeeding Week, celebrated from August 1 to August 7, further emphasising the importance of supporting athletes who are parents.
World Breastfeeding Week is held in the first week of August every year, supported by WHO, UNICEF, and many Ministries of Health and civil society partners. The theme for this year is Closing the Gap: Breastfeeding Support for All.
The campaign will celebrate breastfeeding moms in all their diversity, throughout their breastfeeding journeys, while showcasing the ways families, societies, communities, and health workers can have the back of every breastfeeding mom.
Traditionally, the demanding schedules and intense training regimens of the Olympics have posed significant challenges for athletes who are also parents.
The introduction of a nursery in the Olympic Village represents a groundbreaking change, providing a supportive environment where athletes can balance their athletic commitments with parental responsibilities.
This facility ensures that athletes do not have to choose between pursuing their dreams and caring for their children.
The inclusion of a nursery is a step towards promoting gender equality in sports. Historically, female athletes have faced more significant hurdles when balancing motherhood and their careers.
This initiative not only acknowledges the unique challenges faced by athlete mothers but also sets a precedent for future international sporting events.
By providing childcare facilities, the Olympics are sending a powerful message that parenthood and professional sports can coexist.
The nursery in the Olympic Village offers a practical solution to a long-standing problem, providing a safe and nurturing environment for athletes' children.
This facility allows athletes to focus on their performance without worrying about their young ones, promoting a better balance between their professional and personal lives.
Beyond the world of sports, the introduction of the nursery raises an important question for brands: What long-standing pain point could your brand solve?
Just as the IOC found its "Allyson Felix" — a knowledgeable advocate with first-hand experience — brands should seek out experts who can offer genuine insights into what needs fixing and how to address it effectively.
The nursery at the Olympic Village is not just a milestone for the games; it's a powerful message about inclusivity and support for athlete parents.
As we celebrate this feat, it also serves as a reminder that thoughtful, supportive initiatives can make a significant difference in any field.