Friday 21 October 2016

Nike's latest campaign is what we've all been waiting for

Amy Mulvaney

Published 19/07/2016 | 18:20

Nike's leading the pack in body positivity.

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A flick through any of Nike’s recent campaigns and you’ll see one common factor that runs throughout – all of the women featured are of slim build.

However, things have changed lately.

In a series of photos posted to Instagram, the sportswear giant has begun including women of different shapes and sizes.

The brand made the transition seamlessly and without a word – acknowledging that it shouldn’t be a shock that there is a variety in their models’ appearances.


For their first post in “Sports Bra 101”, which focuses on finding the right fitting sports bra, self-labelled “plus size” model Paloma Elsesser poses in a pair of gym leggings and a bra.

The image of Paloma has been greatly received, with hundreds od praising comments flooding the post.

“Women of all sizes deserve fabulous fitness clothes,” wrote one commenter.

“So great to show all types of women who like sport,” wrote another.

Writer and wellness educator Claire Fountain also features in the campaign, and the photo of her doing a yoga pose in a sports bra and leggings has received an equally positive response.


However, despite their latest moves, the brand has received criticism as their bras only offer up to a XL or cup size E.

While Nike may not yet offer a full range of sizes, the diversity in the campaign is hopefully the first step towards body inclusivity and diversity for athletic brands worldwide.

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