Nike under fire for featuring 'abnormally thin' Bella Hadid as new spokesmodel
Nike has been criticised for featuring model Bella Hadid as its new campaign star.
The 19-year-old landed a lucrative contract with the sports brand earlier this month and she has come under fire for her extremely slim appearance.
Bella, a former equestrian, has Lyme disease, and recently revealed she was working out too hard ahead of her Victoria's Secret Fashion debut but wasn't happy with the amount of weight she's losing.
"My weight fluctuates so much, I really didn’t mean to [lose weight]. Like I want boobs. I want my ass back. But it’s not my fault. My weight fluctuates and so does everybody’s and I think that if people are gonna judge, that’s the worst you can possibly do because everybody is different," she said last week,
Nike fans have taken to social media to express their disappointment at using an "abnormally thin" model for its athletic range.
US gymnast Meryl Davis was first to hit out, pointing out that Nike and Puma both feature celebrity spokesmodels instead of athletes with Hadid and Kylie Jenner.
She posted a side by side image of Jenner, Hadid and Olympic gymnast Aly Raisman in Reebok with the caption, "I’ll take the one promoted by the athlete please."
Bella's mother Yolanda jumped to her defence, saying she was training for the Olympics as an equestrian until she was diagnosed with Lyme disease in 2015.
I'll take the one promoted by the athlete please pic.twitter.com/MRe1baOBtX— Meryl Davis (@Meryl_Davis) November 15, 2016
.@Nike sponsoring Bella is disappointing. Sends the message young girls need to be skinny instead of empowering them to be elite athletes.— thewolfpost (@thewolfpost) November 18, 2016
.@Nike bella hadid? since when did nike sellout and start sponsoring models? the nike I grew up w/ empowered the world's most elite athletes— thewolfpost (@thewolfpost) November 18, 2016