Pin It
Nike
courtesy of Instagram/@nikewomen

Nike’s new ad featuring armpit hair gets called “disgusting”


TextSapphi Littleton

Why is body hair on women still causing such outrage?

From Rihanna proudly Instagramming a picture of her leg hair last summer to Ashley Armitage’s campaign for razor brand Billie – the first ad of its kind to actually show body hair – we’re finally getting the representation we need when it comes to body hair.

Now, Nike has become the latest brand to join the conversation with their new ad featuring Nigerian-America singer Annahastasia with her arm raised to reveal a small patch of hair on her armpits.

Initially, the campaign was met with praise. “This is incredible 👏” said lifestyle and fitness influencer @oenone. "We need more freedom in this world to do what we will with our bodies without someone trying to shame" said another commenter. "🙌🏽🙌🏽🙌🏽 Yaaas!!!" added another.

However, it wasn’t long before the backlash erupted, with commenters describing the campaign as “disgusting”, while another angry commenter added, “like please don't get me wrong, I'm delighted that this woman is brave enough to go around like that...but that's horrible."

With Nike being world’s largest supplier of athletic shoes and apparel, with a net-worth of over $130BN, here’s hoping that their global influence will be a green light for the rest of the industry to catch up in terms of inclusivity and play their part in normalising body hair on women.

Read Next
mark zuckerberg
The best SPF 50 sunscreens to protect your face this summer Beauty Feature
TikTok
Masc? Femme? These gender fluid TikTokers are hot in all the ways Beauty news
1256526
MPs are calling for fillers to be prescription only Beauty news
MCM x Dazed Beauty
Travelling through the world of beauty with MCM’s new fragrance Beauty news
Gucci Beauty Rouge de Beauté Brillant lipstick
Gucci Beauty’s new range gives your lips the colour and care they deserve Product of the Week
Reverse cat eye TikTok trend
TikTok flips the classic cat eye in its latest viral make-up trend Beauty news
Willow Smith
Willow Smith gets a buzzcut on stage while performing ‘Whip My Hair’ Beauty news
IMG_8872
Electric cuts and spray paint: the DIY world of hair punk Keisuke Watari Tried and Tested
MATT LAMBERT Sweat
Can we find a natural deodorant that really works? Tried and Tested
 @leacrylics
Say goodbye to acne with TikTok’s latest skincare hack: salt water Beauty news
Normani Wild Side
All the best beauty looks from Normani and Cardi B’s ‘Wild Side’ video Beauty news
b6c5f9ca-763d-40c7-957e-25002cd54dc2_heackels-brow
Haeckels algae-infused oxygen facial saved my stressed-out skin Tried and Tested
Plus shower gel
This dissolvable, zero-waste shower gel will change how you wash Tried and Tested
GIAMBATTISTA VALLI hair bows
Is Lady Gaga’s sculptural hair bow making a comeback? Couture week says so Lists
ColourPop x Powerpuff Girls
ColourPop injects chemical X into its range with a Powerpuff Girls collab Beauty news
Kylie Jenner and Stormi
Three-year-old Stormi Webster is ‘launching a secret brand’ Beauty news