So, while doing my nightly endless Pinterest-ing, I kept seeing this picture everywhere, not just in the "Health and Fitness" section, but all over the different categories and 'popular' feeds.
Apparently, Nike wants us too feel good about our butts. I'm not sure what I think of this ad, if it can be called an ad. It's cool that Nike is trying to perpetuate body types other than the waiflike wispy models that are most popular today, but most girls who aren't little sticklets are also not worrying about how perfectly round and well muscled their butts are. It makes no sense. Having a sculpted, c-shaped derriere is not something anyone would be ashamed of. No one would look at this model and think, "Wow she is FAT. Look at that cellulite-covered, giant butt, I bet she's so embarassed by it." Girls who look like her don't need consolation or encouragement about their figures. You could be 100 pounds overweight and still have a flatter but than this girl.
It's almost sarcastic, like a perfect, gorgeous supermodel saying, "You know what, DEAL with my ugly face. I don't care what you think, I'm proud of my hideous imperfections because they give me character and I've learned to survive based on pure merit in every area of life." It's obviously ridiculous, even ironic. Are they saying girls with butts like this deal with being made fun of or feeling self-conscious? Ha. People with butts like this enjoy "complaining," (aka fishing for compliments and once-overs). "Oh my god guys my butt is so big it barely fits in these jeans! Look!" What they're really saying is, 'Look at how it perfectly fills the pants out and is everything you've ever wanted in a butt, suckaaa!'
There are a few reasons for the weirdness of this ad that I could see.
Maybe they're relying on the positive connotations of all the vague words they use (big, round...border collie??). There are a lot of types of butts in the world, and two described as "big" or "round" could look completely different. Putting these vague, positive words out there could also be a form of weasel words. They make overweight girls feel good about themselves. "Oh wow! Nike Women says I should feel empowered for having a big butt! And I was so worried I was fat! I should go buy some Nike leggings to show my butt confidence and support for Nike's message." No. This girl is not fat and they are not describing the butts of overweight girls. This is false empowerment and the leggings are probably going to look bad on you.
This could also be designed to make less curvy or less fit girls feel bad about themselves. People, it's not like we asked for pathetic, 8 year old boy-esque butts, and if curvy girls pretend to be jealous of our flat backsides, they are LYING and underhandedly building themselves up. Everyone wants a nice, round butt. So, if you're bigger, this could delude you into thinking your butt fits into that category, and if you're skinny, it could make you want to work out and try to match her perfect curve. Either way, you're pushed to buy workout clothes like leggings and spandex which....OMG...Nike sells!
There's definitely vagueness in here, and euphemisms for overweight people, although the model herself is definitely fit. "Curvy" and "big" are positive words for butts, but could be a way to nicely say 'fat.' However, the most obvious technique is the vagueness that has very positive connotations. It's designed to appeal to women's emotions, which are known to be pretty easy to manipulate when it comes to body image.
Ladies who felt some sort of solidarity with Nike Women after reading this ad, I can almost guaruntee that your butt doesn't look like this. It's designed to put you on a high horse. You don't have to have a round, c-shaped butt to be self righteous about it. We all have beautiful butts! Love yours, whether it's straight out of a Brazilian dance hall like this model, barely there, square, could serve as a table for two, or asymetrical. Because, when it comes down to it, every single person on this earth has a butt and no one cares about yours except you.
