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.”