Born to Be Wild! Pampers & Serena Williams Celebrate Babies on the Move


Encouraging Parents to Ignore their Side Eye

Dirty looks, shaking heads, side-eye—these are just a few of the reactions every parent who’s taken an active baby out in public has experienced. Whether it’s a sprint down the grocery aisle, a shopping mall dance break, or a downward-dog during an elevator ride, an active baby is often labeled as a “wild child” and many parents find themselves apologizing for their child’s innate desire to move and explore in public places.

In fact, nearly 75% of parents believe that society perceives a “wild child” as a bad thing*. But Pampers and tennis legend, entrepreneur and super-mom to her very own active baby, Serena Williams, believe that every child is born to be wild. Together, they’re encouraging parents everywhere to unleash their active babies without the fear of judgment and with the help of new Cruisers 360 FIT diapers, because a busy baby is a growing baby and that’s something to be celebrated.

Pampers & Serena Williams unite to encourage parents to unleash their active babies with the help of new Cruisers 360 FIT diapers – designed to keep up with every wild move a baby makes. (Photo: Business Wire)

“My daughter Olympia has always been very active – she skipped crawling and went straight to walking, and I’ve been trying to keep up with her ever since. Sometimes when we’re in public she will be running around, climbing over things, and I’ve definitely heard her being called ‘wild’ in a negative way. But in my opinion being a wild child is a good thing – it means she’s spirited, and curious, and active,” said Williams. “I think every parent wants to be able to let their babies explore the world, because that’s how they learn and grow. I love that Pampers is choosing to celebrate babies on the move, and I’ve decided that instead of worrying about what everyone thinks, I’m going to embrace Olympia’s wild child spirit. I’m so glad to have new Pampers Cruisers 360 FIT diapers to keep up with every wild move she makes – they are super easy to get on and off, they don’t restrict her cute little waist… they are literally giving me life!”

In a recent study, Pampers discovered a staggering 84% of parents wish their children could explore the world more freely without being judged. In her new role, Serena will encourage parents to ignore the side-eye and embrace their babies’ and toddlers’ wild side with help from new Pampers Cruisers 360 FIT diapers.

Pampers Cruisers 360 FIT diapers feature no-tapes and a comfortable all-around stretchy waistband specifically designed to adapt to every wild move a baby makes – it’s just like they’re wearing yoga pants. In another win for active babies, Cruisers 360 FIT diapers are easy to pull on and take off so every wild child can quickly move on to their next adventure.

“Serena embodies what it means to be active and spirited, and is instilling this in her daughter – which is why we are so excited to welcome her to the Pampers family to help show everyone that what some may see as wild, we see as a naturally active and growing child,” said Andre Schulten, Vice President and General Manager Baby Care North America, Procter & Gamble.

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