Print ads made by the agency Wieden & Kennedy, which show different body parts of women. With this campaign, Nike wanted to target real women. However, it received a lot of criticisms because it was considered that it showed neither real beauty nor ordinary women.

“My shoulders aren´t dainty or proportionals to my hips. Some say they are like a man´s. I say leave men out of it. They are mine. I made them in a swimmingpool. Then I went to yoga and made my arms.”

My legs were once two hairy sticks.  They weren’t very good at jump rope but by the time I reached the age of algebra, they had come into their own.  And now in spin class, they are revered, envied for their strength, honored for their beauty, hairless for the most part except that place the razor misses just behind the ankles.”

“My knees are tomboys. They get bruised and cut every time I play soccer. I’m proud of them and wear my dresses short. My mother worries I will never marry with knees like these. But I know there’s someone out there who will say to me: I love you and I love your knees. I want the four of us to grow old together.”

“I have Thunder Thighs. And that’s a compliment because they are strong and toned and muscular. And though they are unwelcome in the petite section they are cheered on in marathons. Fifty years from now I’ll bounce a grandchild on my thunder thighs and then I’ll go out for a run.”

My butt is big and round like the letter C and ten thousand lunges has made it rounder but not smaller and that’s just fine. It’s a space heater for my side of the bed/ It’s my ambassador to those who walk behind me/ It’s a border collie that herds skinny women away from the best deals at clothing sales. My butt is big and that’s just fine and those who might scorn it are invited to kiss it.”

12 Responses

  1. GREAT Ads! These celebrate Real Women!

    Thank you, thank you, thank you.

    Bring us more like this, run this campaign with the most exposure possible.

    Thank you for helping real women and girls celebrate who they are.

  2. As a thin woman I find this advertisement offensive. What is a real woman? Just because people are tired of the ideal woman being anorexic doesn’t mean that they should idealize curvy women. Women of all body types can be beautiful. Society needs to stop valuing women by their body types. How do people not see the ridiculousness of this?

  3. A real woman is not society’s ideal woman of a certain time. A woman is not “real” because of their weight or body type. A woman is real because they have a vagina. That’s all I have to say.

  4. I work with female athletes and eating disorders, as well as regular women copng with our sick culture. These ads hit the mark just fine.
    They may not represent the everyday woman in America, but they do represent the female athlete whose strong, muscular, round, and bruised ody is equally unappreciated. Our women need these messages and more of them. Keep them coming.

  5. They don’t claim to represent “real” anything–just to celebrate the human body as something that DOES, not something that is the object of affection.

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