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Nike Marketing

Nike praised for ad featuring model Annahstasia Enuke with underarm hair


By John Glenday, Reporter

April 26, 2019 | 3 min read

Sportswear brand Nike has earned praise for its decision to depict Nigerian-American model Annahstasia Enuke wearing a Nike sports bra with visible underarm hair on its Instagram account.


Nike praised for ad featuring woman with underarm hair

The photo, captioned ‘Big mood’, has been liked over 180,000 times, earning praise from many for proudly displaying a natural body, albeit while weathering some flak from those less receptive to armpit hair.

Big mood @annahstasia.

A post shared by NikeWomen (@nikewomen) on

One user wrote ‘Nike thank you for doing this, #Bodyhairpositivity is something that needs to be normalised.”

Others were less complimentary, however, with some branding the image as ‘disgusting’, a response which drew a further wave of support in favour of the model.

Nike has made a habit of courting controversy by pushing the boundaries of what mainstream audiences find acceptable, recruiting anti-racism campaigner Colin Kaepernick to narrate and star in its ‘Dream Crazy’ film.

The brand similarly divided opinion with its sports hijab to coincide with last year’s International Women’s Day.

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