How Nike is Changing Perceptions about Curvy Women

There’s no doubt that Nike is one of the premier sports apparel brands in the world. Testimony to the fact is that Nike Women’s Instagram account has 4.8 followers. The daily feed for this account consists of an inspiring assortment of women from various walks of life who define the brand motto – Just Do It.

However, till date the brand has largely left out women with curves (which is equally true of most major sports brand advertisements). Nike has gone ahead and changed all that by signing on plus size model Paloma Elesser. She is a New York-based model from Muse Management’s plus-size division and she is the face of Nike’s new sports bras.

Posing in a bra and leggings, Paloma shows us how to check for the correct fit when choosing a sports bra. Another major point that made the image get more eyeballs is what it doesn’t have – the brand makes absolutely no mention of the model being plus size or that the specific image is any different from the others on the same page.

What’s amazing to see is that the inclusion of Elesser without any labels is confirmation to the fact that Nike believes in the inclusion of all women – irrespective of their shape or size. The brand reconfirms that even curvy women care about fitness just the same as those lucky enough to be blessed with a more socially acceptable body type.

While Nike may be all about inclusivity, many brands who use plus size models often adopt vanity sizing in their actual clothing line. But it was indeed refreshing to see that Nike’s sports bras were available in sizes up to XL or E, which can be equated with DD.

Even then some feel that this sizing may not really benefit all of those who fall into the plus size bracket. Still, it is indeed a bold move by Nike and they deserve to be given their fair share of accolades for trying. Let’s hope that other sports brands take a cue from Nike and curvy women finally have comfortable sportswear.

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