Comments on: Does Nike’s Homage to Booty Do More Harm Than Good?

By: Maria

Maria — Sat, 04 Jun 2011 01:44:10 +0000

I’m just glad that they are doing it, period. I don’t think it’s more damage and I certainly don’t see it as objectifying women at all. Nike has spent billions of dollars over the past 4+ years making ads that portray healthy body images and positive self esteem. They did another one on “thunder thighs” although my idea of “thunder thighs” is quite different from Nike’s (I’d like to have hers instead of mine, LOL). They did one with beautiful Serena Williams – she’s sideways in one scene, wearing a baby blue t-shirt, boobs sticking out some, holding a tennis racket at us, asking “Are You Looking At My Titles?” (word Titles makes one think of word Titties) and the next scene she’s facing forward, arms crossed in front of her, with the word “Athlete” across her chest. Reminds us that she is more than a pretty woman with nice boobies. She’s a strong athlete. Are we looking at her winning titles?? It’s a strong message, as far as I’m concerned. Go Nike!

By: DR

DR — Fri, 30 Jul 2010 17:21:29 +0000

I agree with Hassan- that’s NOT a big booty (Serena would be better in this ad). I (think I) see where Nike was going with this, but I think they do more damage. Women are objectified enough. No one’s butt should be the thing that represents them to another. What is sometimes implicit in ads (i.e. woman as sexual object) is simply made much more explicit.

By: Mr Keys

Mr Keys — Fri, 30 Jul 2010 16:15:06 +0000

They’ve actually run the ad before. 5 years ago. The words are the same but they’ve taken a bolder approach with the image.

http://adland.tv/ooh/nike-gets-real-ads-women

By: TuttiFrutti

TuttiFrutti — Fri, 30 Jul 2010 15:07:42 +0000

I am offended by all of the attention suddenly being paid to so-called “curvy butts!” This is nothing new for communities of color! It seems that whenever certain celebrities endorse a look, body-type or concept, it becomes the “in-thing.” When Nike features average women with all body types, then I might applaud them. Right now they are just seizing a moment to gain publicity for their products.

By: phylencia

phylencia — Fri, 30 Jul 2010 14:53:50 +0000

I see that Nike is on board with owning that having a big butt isn’t a bad thing, I just think they (Nike) and the ad agency that created this ad really doesn’t get woman that innately have big butts and the messaging is a bit off. Sounds like a man wrote this, or a woman that doesn’t have a big butt, ha!

By: Jay Potts

Jay Potts — Thu, 29 Jul 2010 18:06:53 +0000

Given the fact that the in-shape, curvy female athlete, Serena Williams, seems to have fewer endorsement deals than her skinnier, less successful counterpart, Maria Sharapova, it doesn’t hurt to remind people of the glory of a bountiful posterior.

Personally, I’m more put-off by the fancy-pants spelling of “embassador.” Where I’m from, we spell it “ambassador.”

By: arthur d

arthur d — Thu, 29 Jul 2010 18:02:39 +0000

i’m sorry what? i lost consciousness. but i’m back lol. yes this ad is a disgrace and should be torn down…right after i save the photo. for research purposes of course. /:-)

By: Hassan Fuckry

Hassan Fuckry — Thu, 29 Jul 2010 17:44:29 +0000

Wait… she has a butt? Eh, nah. Nike had a good attempt at making the ad worthwhile, but when they put Serena Williams in her place THAT’S when I’ll pay attention.