Nike launch new body positive campaign, but people aren't 100% sold 5 years ago

Nike launch new body positive campaign, but people aren't 100% sold

When it comes to the fashion industry we all know that women are portrayed as being lithe, airy, flawless creatures with fantastic hair and a thigh gap wider than Wayne Rooney’s shots on goal.

Normally, the billion dollar industry feeds off the insecurities of women and certainly doesn’t cater to them.


With the help of social media and hashtags such as #bodypostive women are now more than ever able to see and relate to a diverse range of body types.

It seems that sports clothing giant Nike have clearly taken note of this hard-won trend. The multinational released their social media campaign for a new line of sports bras this week fronted by curvy model Paloma Elsesser.

Nike plans to feature more women as the campaign progresses, focusing on their own personal stories and other tips for women when they work out.

A spokesperson for the company has said

“No matter your chest size, gravity can cause tissue damage while you move-sports bras protect from this. Motion causes breasts to move in figure eight, and cupped designs can provide higher support for bigger breasts!”


In general, the response has been good for Nike, lots of people are praising the sports brand for recognising that women of all shapes and sizes work out and also care about fitness.

However, it is worth noting that the company is only offering the bras up to an E cup, which realistically excludes a lot of women both large and thin and highlights the extent, size wise, that Nike is willing to cater to.

Whenever a large multinational company decides to depict women in a realistic way, the internet explodes in applause so by these terms, the campaign is a genius marketing strategy.


Don’t get me wrong. I think it is fantastic that Nike has decided that showing women as the majority of us are is a good thing. I just wish this was the rule rather than the exception.

Do you have a body? Can you take it to the beach? If so, chances are you're ready.