Nike plus size models collection is the current fad. To understand this polemic, we first have to understand the issue behind it because overweight is a worldwide matter…
Some fact about obesity
In the world, 30% of the population is overweight (worldpopulationreview.com), in other word 2.1 billion people worldwide have to face weight issues, from simple physical unease to more important pathologies.
Here’s the share of overweight people in the world:
If those numbers don’t alarm you, keep in mind that worldwide, the obesity tripled since 1975 (who.int). The difference between overweight and obesity is that the last one is health threatening.
At this pace without fighting it, experts say the global cost of obesity-related illness will reach $1.2 trillion a year by 2020 (TheGuardian.com).
To face this obesity epidemy, plenty of actions have been taken. The Political Declaration of the High Level Meeting of the United Nations General Assembly on the Prevention and Control of Noncommunicable Diseases of September 2011, recognizes the critical importance of reducing unhealthy diet and physical inactivity. The political declaration commits to advancing the implementation of the “WHO Global Strategy on Diet, Physical Activity and Health”, including, where appropriate, through the introduction of policies and actions aimed at promoting healthy diets and increasing physical activity in the entire population.
Now comes Nike Plus size Models
“To celebrate the diversity and inclusivity of sport, the space will not just celebrate local elite and grassroot athletes through visual content, but also show Nike plus size and para-sport mannequins for the first time on a retail space,” Nike said in a press release.
Nike’s flagship store in London has introduced plus-size and para-sport mannequins to its redeveloped women’s floor, signaling a further step towards inclusivity for the sportswear brand.
To say the least, not everyone was as positive as Nike was, with some suggesting the mannequins were promoting “unhealthy” weight levels.
The controversy gets even deeper when you try to read between the lines. Indeed, here’s what Grace Victory, one of Nike plus size Models and Instagram influencer who will partner with Nike said about this new activewear collection.
Her comment may get you thinking “will not a long-term contract with such a big brand for a plus-size outfit collection make you stay fat?”. Indeed, if you get more popular, more money and you’re praised for being fat in a sense, won’t you be willing to stay fat? Then, if you’re, in parallel, an influencer won’t you influence your audience to be like you are, meaning fat as well?
Those are just assumptions, I just try to ponder the pros and cons of Nike plus size collection promotion strategy. And in my opinion Nike did well introducing a clothing line for this segment of the fit fam, but they should pay close attention to what and how they promote around those outfits.
I personally, don’t think that letting an influencer say they signed a long-term contract for plus-size outfits is a good move. Indeed, health is key. And sport is health. But obesity is not. As a consequence, when it comes to sensitive subjects like that, a brand must have a clear position about what they are promoting.
So, for instance, Nike could go for charismatic (ex-)obese people who are struggling to get back to a normal shape, meaning one non-health threatening. I’m not saying that Nike size plus models have a health threatening weight, most seems only overweight, but the fact is they are not delivering the right cognitive message, which is to outdo oneself doing a physical activity regularly and respecting a proper diet to get healthier.
A good example would be Becca, an instagrammer who lost 200lbs! That’s inspiring.
My take on this? Well, as long as you feel great in your own skin and pursue a healthy life – out of any beauty and shape standards – outfits don’t matter. Wear what makes you feel banana and promote sport and healthy food!