The athletic megahouse is proving that all women can be fit, healthy and active, regardless of size. And they don't have match any particular measurements to be able to comfortably wear the brand's coveted sporting apparel.
Nike chose model Paloma Elsesser and yoga instructor Claire Fountain as their curvy girls for the campaign. But you'll see no actual mention of the words "plus size," in the photo captions, which is definitely a step in the right direction when it comes to body inclusivity.
"When a major brand like Nike takes such a positive step, we can hope it starts a chain reaction that triggers a lot of other manufacturers to really look at female athletes of all sizes," Fountain told the New York Daily News on Monday. "They normalize it so that bodies are bodies."
And it seems as if most of their Instagram audience agrees.
"@nikewomen thank you so much," one user commented. "I'm tired of sport bras too small."
"This is great!!! So excited to start to see fit women who look like me in the media! #fit&curvy," wrote another.
But other commenters aren't convinced the athletic retailer is doing all it can to be inclusive.
"While it's great to see you're celebrating bigger women, there is still a lack of Nike clothing that accommodate to sizes bigger than 20+," someone noted. "I would have thought this would be something you would have already branched out into. Maybe I'm just being blind and not looking in the right place?"
Nike did, however, promptly reply to the user saying, "We hear you. Though we're working on expanding our selection, you can search 'extended size' on Nike.com to see what's currently available."
Another day, another company beginning to embrace body diversity. You go, Nike.
We can only hope other manufacturers begin to follow suit!