Nike Instagram Stirs Debate About Curvy Models and the Messages They Send

Nike Women shared an Instagram of three diverse models — two curvy, one slim — in Nike apparel on Sunday afternoon. But while the prominent inclusion of curvy models in a mainstream brand image may strike most as progress — particularly from a modeling industry that Tim Gunn says has a “plus-sized problem” — the Internet isn’t too sure.

A mere 21 hours after its posting on Dec. 11, Nike’s Instagram has more than 79,000 likes and 500 comments, with most of them positive ones: “Thank you for showing real women’s bodies. We are strong in all shapes and sizes,” wrote @whatjonisees. “Yass diversity and women of all figures!!” shared @va_nessa_25. “Thank you for posting strong diverse women! Keep it up!” wrote @patty_craig. “You actually posted real women. Not phony people like #pumas advertises fake and bad role models. I have more respect for you today,” added @faby_1802.

Others have, however, wasted no time in fat shaming. “Do you really think that this fat womans [sic] go run? Or go to the gym? Or are athletes??? Please,” commented @konegeizer. “These girls are beautiful yes but they are clearly overweight there is nothing to be proud of,” wrote @meghanar564.

Another called out the brand for falsely advertising sizes that are difficult to find in stores. “I’d believe this more if i weren’t a size 10 and had trouble finding things I’m comfortable wearing in Nike’s store. Only a few styles of shorts and warm up pants work, but even xxl shirts are unflattering,” wrote jillsowell155, in a comment reminiscent of some of the blowback Lane Bryant received during their #ImNoAngel campaign Twitter chat last year. (Interestingly enough, Lane Bryant’s latest campaign directly targets internet trolls — a noble, if never-ending, task.)

Still others have noted the potential for skinny shaming: “It’s wonderful that Nike is celebrating diversity, and I support that 100%, but skinny women are still ‘real women’ xx,” argued @_princesstea.

The debate only highlights the need for all-inclusive body positivity, on all sides of the spectrum. That’s because even though full-figured model Ashley Graham landed the cover of British Vogue, some brands still refused to dress her for the cover. And even though Gigi Hadid walked the Victoria’s Secret runway, she still has to deal with body shamers who have alternated between finding her too fat and too skinny in the past year. But maybe, as Nike seems to be subtly suggesting, body shaming doesn’t need to be a sport. There’s room for everyone.

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