Sportswear modelling jobs have witnessed a huge change. Typically, fitness brands hire models with a defined, muscular shape that boasts bulging biceps, toned thighs and a six pack definition. Either a professional athlete or fitness fanatic are featured in ad campaigns to promote their apparel or equipment.
Curvaceous, fuller figures have never been considered for such a role until now. Nike’s latest campaign takes a new direction remaining true to their motto ‘if you have a body, you are an athlete.’ A slogan that has kind of been ignored by the sportswear label until now!
A New Direction
Nike have realised that their swoosh adorned attire should be accessible to a wider audience than just the professional athletes. Of course, individuals who take part in sporting activities to a high level require the correct gear to train and perform yet the inclusion of different body types is a must; an encouragement for a diverse nation to exercise wearing supportive attire. Nike have produced a campaign to guide women to wear the correct sports bra. Rather than hiring a model with an A cup chest (which has already been covered a thousand times), the inspirational brand featured Paloma Elsesser. Wearing a white sports bra with a fine black trim, Paloma is fully supported and ready to work out.
Reaching out to a new market without publicly stating their intention, Nike have hit a niche in the market – sporting brands who cater for society outside of the athlete arena. Women will be able to relate and understand that Nike do in fact cater for their size. It is a refreshing change that did not come with a ‘look at us we have hired a plus size model’ label yet introduced the ad with sports bra advice. Nike offer a solution to issues with ill-fitting sports bras with their technical advanced designs.
Is There Hope for the Future?
Will sportswear modelling jobs become more open to a diverse shape as a result of Nike’s campaign?
Only time will tell if the fitness modelling niche will open up to different physiques. A niche which for so long has remained specifically for the muscular figures. Nike has also featured yoga instructor Claire Fountain in the sports bra series; an inclusion that demonstrates how women are fit, love to work out and boast a fuller figure. Such a powerful message that should be welcomed by rivals.
It is about time that sportswear modelling jobs are open to a different type of woman. Those who exercise, are healthy and are not a professional athlete to the standard of Serena Williams. It is an unattainable goal that society can cannot keep up with. An international tennis star will of course, possess a toned, muscular body type due to her job requirements. A great inspiration to admire yet should not be the only physique promoted by sportswear brands. It is time for other athletic labels to acknowledge their responsibility and showcase a diverse range of women.
Do you think fitness modelling is ready for a change?