Does Nike Really Think Fitness Isn’t One Size Fits All?

Finally, it looks like Nike is using a model that doesn’t look like a size 2. But, don’t congratulate them just yet. While it’s refreshing to see an athletic wear brand using a woman without clearly defined abs and other body features that the advertising world generally dismisses as flaws—but are completely normal for most women—they aren’t necessarily backing up their statement.

For one thing, the image was posted to their Instagram, but nowhere on Nike’s website do they use a model who isn’t a professional athlete, or at least look like one. At first, the photograph garnered positive attention from those lauding the company for showing a woman who looks like the average size 14 American woman—in the fashion world, considering size 8 and up is considered “plus sized” for models.

However, multiple women on social media have complained in reaction to the post that while Nike may showcase a curvy model, they haven’t actually changed their sizes to reflect this more inclusive stance.

Paloma Elsesser for NikeWomen Instagram
Paloma Elsesser for NikeWomen Instagram

Model Paloma Elsesser  is shown wearing the Nike Power Legendary Women’s Midrise Training Tights in black/hyper pink, which retail for $100. They go up to an XL in size. The sport-bra shown is the Nike Pro Rival in white/black, which retails for $70. The bra’s size range hasn’t been added to either, the largest it goes up to is an E cup.

It’s notoriously difficult for women with larger breasts to find active wear that fits properly, and Nike isn’t helping by showing curvier ladies wearing their clothing without making those same clothes available in larger sizes. The models they used are beautiful, physically fit women who prove that fitness does come in all shapes and sizes. But Nike’s clothing apparently does not.

So, thank you, Nike, for showing that healthy looks different on everyone, but it would be appreciated if you could manage to back up that statement.

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