Nike Hits Bottom

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UPDATING AND BUMPING TO THE TOP OF THE PAGE — Please scroll down.

my_butt_is_big.jpg

This is appalling. No, not because it’s about the posterior view. I’m one who cheered when JLO brought back “curves.”

Because it’s crude.

Here’s the text:

My butt is big

and round like the letter C

and ten thousand lunges

have made it rounder

but not smaller

that’s just fine.

It’s a space heater

for my side of the bed.

It’s my ambassador

to those who walk behind me.

It’s a border collie

that herds skinny women

away from the best deals

at clothing sales.

My butt is big

and that’s just fine

and those who might scorn it

are invited to kiss it.

Just do it.

This isn’t about “accepting women as they are.” Don’t be fooled. This is about being crass and cheap.

And selling shoes.

Via Sarah at Intellectuelle; thanks to Joe.

***

UPDATE: Genevieve Kineke at Feminine-Genius (a great blog) headed over to the Nike site and discovered Nike’s Global Women’s Leadership Council, which they established “to promote and support the career advancement of women within the company.” And this year they convened a Global Women’s Symposium “bringing together more than 130 senior women from Nike offices around the world to discuss how to advance women at Nike and make Nike a premiere workplace for women.”

Genevieve argues that these kind of ads subvert rather than advance women. I agree.

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12 Responses

  1. gsk says:

    Sigh, just more of the same — an extension of those ridiculously tight shorts with team names and clever comments. Wise up, girls!

  2. becca says:

    the title of this post is perfect! … a very disappointing ad.

  3. Beth says:

    Genevieve argues that these kind of ads subvert rather than advance women. I agree.

    Most DEFINITELY. For them to pretend otherwise is equally demeaning–as though we’re stupid. I suppose physical strength and good health doesn’t

    sell as many shoes. I have to wonder how those women in Nike senior management feel about their marketing strategy. Maybe their little symposium is there to alleviate a nagging conscience? Hmmmm.

    And by the way, when did it become mainstream for major international corporations to use language like “kiss it” (subtext = kiss my ass) in their advertising? What next, “F-you”? “Blow me”? REAL classy, there.

  4. Beth says:

    And besides,

    It’s a border collie that herds skinny women

    away from the best deals at clothing sales.

    …I hate those rude shoving women. 😉

  5. Kevin F says:

    I suspect the vulgar tone (“kiss it”) was adopted in order to retain a feminist sheen when Nike is merely following that age-old advertising advice: sex sells.

    The question about this ad then is: does it?

  6. jdc says:

    Hold on a second! Can we stop and remember how, until very recently, NO marketing for ANY product or service even acknowledged women of size?!? You’re complaining about an ad which, for whatever reason, attempts to make full-figured women feel okay . . . when, previously, no one in the fashion/marketing industry did any such thing. Used to be, curvy women got nothing (but shame and scorn, of course.) Now they get a little something nice, and you’re complaining about it.

    Why should the beauty of a woman’s ass be immoral, anyway? I don’t get the shame thing. You could get women to pose for this ad for free, if you weren’t fussy. Lotta people will see only beauty here.

    I’ll run it by my (very full-figured) girlfriend, but I’m already pretty sure she’s gonna love it.

  7. charmaine says:

    JD: If I thought this ad was really about celebrating “full-figured” women, I’d be all about that. Yes, that would be refreshing. But what I reallly think this ad acheives is just more objectification of the female form. . . and in a vulgar way. That’s what really troubles me: for Nike to be telling my girls that saying “kiss it” — or have that kind of ‘tude — is the way to self-empowerment.

  8. Cotillion says:

    Okay, Everyone, I Am Fine

    But that’s probably becuase I live in Michigan, far far away from Katrina, only I am currently waiting for Northwest Airlines to realize that we are at quite the distance from the eye of the storm, which they are apparently…

  9. Cotillion says:

    Okay, Everyone, I Am Fine

    But that’s probably becuase I live in Michigan, far far away from Katrina, only I am currently waiting for Northwest Airlines to realize that we are at quite the distance from the eye of the storm, which they are apparently…

  10. Cotillion says:

    Okay, Everyone, I Am Fine

    But that’s probably becuase I live in Michigan, far far away from Katrina, only I am currently waiting for Northwest Airlines to realize that we are at quite the distance from the eye of the storm, which they are apparently…

  11. Cotillion says:

    Okay, Everyone, I Am Fine

    But that’s probably becuase I live in Michigan, far far away from Katrina, only I am currently waiting for Northwest Airlines to realize that we are at quite the distance from the eye of the storm, which they are apparently…

  12. Don’t Worry Everyone, I Am Fine

    at’s probably becuase I live in Michigan, far far away from Katrina, only I am currently waiting for Northwest Airlines to realize that we are at quite the distance from the eye of the storm, which

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