Huggies launches new Little Movers line with campaign starring Giannis Antetokounmpo and daughter

Huggies has announced the launch of its new Little Movers HuggFit 360° diapers – the brand’s first-ever slip-on model – in a campaign starring NBA player Giannis Antetokounmpo and his 16-month-old daughter Eva. The initiative also showcases the updated version of the traditional Little Movers diaper, now featuring double grip strips for a more secure fit.

The campaign marks Eva’s first appearance in a commercial and highlights the father-daughter bond on a basketball court, set to the early-2000s track “Stand Up” by Ludacris. With an emphasis on flexibility and protection, the ad underscores the benefits of the new diapers, which offer twice the stretch compared to the open version and provide up to 100% leak-free fit.

Little Movers HuggFit 360° diapers include the DryTouch Liner, which absorbs moisture on contact, a wetness indicator, and 100% leak and blowout protection. Designed for sensitive skin, the diapers are hypoallergenic and free from fragrances, parabens, lotions, elemental chlorine, and natural rubber latex. They are available in sizes 3 through 7.

The campaign debuted on May 7 across channels including NBC, Disney Jr., BET, and Univision, among others. The brand aims to strengthen its connection with millennial and Gen Z parents through authentic storytelling.

Beyond the product launch, the initiative also has a social focus. As part of its partnership with the Antetokounmpo family – supporters of the Milwaukee Diaper Mission – Huggies has pledged a US$100,000 diaper donation to the organization. The Milwaukee Diaper Mission is part of the National Diaper Bank Network, which works to combat diaper need across the United States.

Since 2011, Huggies has donated nearly 300 million diapers and wipes to families facing hardship, reinforcing its ongoing commitment to increasing access to essential baby care products.