Nike's Big Butt Campaign

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Nike is trying* to corner the the big butt market. The company's latest ad is a spunky manifesto for women with well-endowed behinds. On her tiptoes, with fists clenched, the Nike model celebrates her form: "My butt is big and round like the letter C... It's a space heater... It's my ambassador to those who walk behind me."

Though Nike's new campaign is similar to its 2005 ads, some think the ascendancy of voluptuous icons like Kim Kardashian and Christina Hendricks have inspired the apparel company's decision. Is its marketing strategy appropriate? Two female commentators are split. The Frisky's Jessica Wakeman for one, doesn't like it:

Personally, I’m not crazy about it. Some of us don’t have an interest in doing “ten thousand lunges” and couldn’t care less about luring “herds of skinny women away from the best deals at clothing sales.” We just rock our big butt for our big butt’s sake!

Crystal Smith at Salon disagrees:

When I read the first line of their little poem -- "My butt is big and round like the letter C" -- I instantly climbed on-board. It sounds like Nike is praising curves and telling women that if someone has a problem with your shape they can, well, kiss your ass -- and what’s wrong with finding strength in an asset others might not think is beautiful? What’s wrong with acknowledging that big butts draw attention and that, no, lunges don't do a damn thing but give it more shape. Nike is headed in the right direction.

What do you think?

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Update: Is the ad a fake? A commenter points out a misspelling in the advertisement. The word "ambassador" is spelled "embassador"—a typo not found in the 2005 ad. We've put a call in with Nike and will update when contacted. 

*Update 2: Indeed, it's a fake. A Nike rep contacts Jezebel: "Your suspicions are correct. The ad you questioned is not a Nike ad. It appears that the person who created it took the copy (with a typo) from our 2005 campaign."

This article is from the archive of our partner The Wire.