With a nod and a wink to Dove, Nike is starting an ad campaign that targets real women. Define real? Real according to the Nike ads are women with larger thighs, larger rears and more defined biceps. The nike ads feature closeups on muscular parts of the body.
One ad exec said that the ads look like Nike is using well defined female volleyball players. The company is looking to define real as the product of workouts and healthy living as opposed to ultra slim waifish models.
In a nutshell, the new Nike campaign, said company spokeswoman Caren Bell, is attempting to portray “what is real” as opposed to “the ideal.”