So, Nike has officially jumped on the bandwagon for big butts huh? In their new ad promoting their butt-enhancing shoes, an ethnically ambiguous woman is shown in what appears to be a pair of panties, tennis shoes and a cut-off tank. This ad precedes a similarly booty minded campaign from 2005 which shows off the curves of a dark-skinned model– why the change?
Stereotypically, the commonality or predictably of a big butt rests with black women (myself excluded) but in the new world where booty is popping up everywhere (hello Kim Kardashian) and even being celebrated, I’m not surprised that Nike chose a safer model… or one that isn’t black at all. In other words, black girls ain’t the only ones with the big butts anymore.
So then comes the emotional reaction: Are our assets being taken away from us? Is it more beautiful to have a big butt and not be black? And was Serena just not available even though she’s already a Nike girl?
But then the issue deepens (thank god) because the first line of their little poem is: “My Butt is big and round like the letter C” and I’m instantly on board. It sounds like Nike is praising curves and telling women that if someone has a problem with your shape they can well, kiss your ass. Kudos to Nike. Some think the message, aside from the woman they chose, is offensive and why because they were trying to be humorous (and failed) with the space heater reference?
What’s wrong with finding strength in an asset others might not think is beautiful? What’s wrong with acknowledging that big butts draw attention and that, no, lunges don’t do a damn thing but give it more shape. If anything, Nike is headed in the right direction. Now, if we can just convince them to add some black girls into mix… we certainly wouldn’t want people to get confused about who had it first.