Nike has been through its share of ups and downs. Recently, the company received some good press for upping worker benefits and sustainability goals, only to be dubbed toxic by Greenpeace soon after for failure to eliminate 100 percent of PFCs and a lack of transparency about suppliers. However, we can now add another check in Nike’s “win” column thanks to the brand’s latest social media initiative, #Brahaus, which consciously, refreshingly, features non-straight-sized women without labeling them as “plus-size.” Nike is the first activewear giant to make the statement that being curvy doesn’t equate to being unhealthy.
Underlining the idea that women of all sizes care about fitness, among Nike’s five social media campaign stars are curvy model Paloma Elsesser and Trill Yoga creator Claire Fountain. The brand shares their stories whilst also showcasing its latest line of sports bras, the Nike Pro bra collection.
New York-based “culture creator,” ASOS Curve model, muse to Pat McGrath and all-around cool girl Paloma tells Nike she first discovered her love of fashion “rifling in my sister and mom’s closet. I would construct these costumes and leave for school the next day. Some days I was girly, some boyish, some punk. I remember being fascinated at how I could transcend my regular dress and be whoever I wanted to be, by simply using clothes.” (more…)