Nike likes Big Butts

I recently came across an interesting Nike ad campaign that is strongly advocating women in sport. The campaign focuses on women's body parts that are accentuated from working out. In particular the butt, knees, thighs, and shoulders. They tried to target the same group of women that the Dove "real women" campaign did, full figured women. Yet Nike is still saying just because women have athletic bodies, they are still feminine. Women are strong beautiful and independent. Nike is celebrating the larger women who spend endless hours dedicated to playing their sport. Nike is saying its ok to have big butts, tomboy knees, thunder thighs, and shoulders as wide as a man. Those are the real women out there, not some stick thin barbie like model. Nike is helping to empower women which is a positive message being sent out to the real women. It makes them actually feel good about themselves rather than make them feel bad which is normally the case when it comes to women in the media. This campaign serves as a nice change from the normal stereotypical ways we see women being portrayed in advertisements.







Cortney Dupies