As one of the world’s leading fitness brands Nike’s use of ripped fitness models has been well documented, so naturally the gym-wear giant’s recent curve social media posts have received a lot of attention.

Last week Nike shared a picture of celebrated curve model Paloma Elsesser on its Nike Women Instagram account in what appears to be a bid to diversity the brand's online image.

Paloma is photographed stretching in a branded sports bra and gym leggings in a post that makes no reference to her size and instead focuses on sharing a sports bra related fact.


On Saturday, a similar post appeared on the same account showing yoga and wellness expert Claire Fountain posing in a black sports bra and burgundy coloured leggings.  Again the image was accompanied by a bra focused fact.

While the majority of the brand’s followers have celebrated the move with comments like “more of this!  Curvy women workout hard too” and “so excited to start [seeing] fit women who look like me in the media”, others have been less enthusiastic.

A number of Instagram users have been quick to point out that while they are happy to see the brand’s image becoming more diverse, they still struggle to find their own sizes in Nike’s range.


One user wrote: “And it only took you about 20+ years to figure out!!!!! Now, how about some Dri Fit workout tops in sizes that actually fit us too?”

While another stressed that including curve models should not lead to the exclusion of traditionally accepted frames: “Ok I'm all for it but stop saying real woman…So annoying just because my Frame is smaller doesn't mean I'm not real!”