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
Holly Dillon
Why I turned to traditional Chinese medicine to cure my psoriasis Tried and Tested
Gucci Thomas de Kluyver
Thank god for Gucci and its trowelled-on Cosmogonie make-up Beauty news
IMG_1895
The Black-owned beauty brand mixing Scandi minimalism and African tradition Beauty Feature
Kiko colourful brows
Curl up and dye: the idiot’s guide to dyeing your own eyebrows Beauty School
Here x Haeckels x Tetsuo Lin
Fragrances made from extinct flowers may soon be a reality Beauty Feature
hair cut
What’s behind the sudden rise in hair growth products? Beauty Feature
Screenshot 2022-05-11 at 11.27.40
What’s in an accent? How class hierarchy enacts its power through voice Beauty Feature
Fitch Lunar BTS
Hairstylist Fitch Lunar’s creations are sexily imperfect Spotlight
Screenshot 2022-05-03 at 10.47.54(1)
‘Not ugly, just poor’: how the beauty industry is widening the class divide Beauty Feature
1322804
May 2022 horoscope: expect immense change this Eclipse season Horoscopes
201525970_239273504251470_1235479440564576554_n
The latest nail trend proves that everyone wants to be a 90s child Trending Beauty
DB 03
Supercuts: a tribute to subcultural hair styles through the ages Photo story
Lynski
This Ukraine fundraising event has all of your favourite beauty creatives Beauty news
Seth Rogen
Everyone loves Seth Rogen’s gloopy acrylic manicure Beauty news
Goodnight Mommy
The women getting cosmetic procedures in secret Beauty Feature
vanderbiltball
Gilded Met Gala inspo for celebs who won’t get the memo Beauty Feature