When you think of Nike, you most likely picture impossibly fit, toned-beyond-belief professional athletes decked out in the swoosh—because that’s who’s usually modeling for them (think Serena Williams or Skylar Diggins).
Well, now that is changing, thanks to the new face of their sports bra: Paloma Elsesser. You may know her already from Instagram (where she has a not-so-modest 48,000 followers and counting) or, if you’re in New York City, perhaps you’ve seen her at the Nike Women’s Brahaus pop-up at Bandier.
But even if you’re not familiar with the model, you’re about to be—she’s shaking up what you’re used to seeing on Nike’s ads and social media.
The best part? Nike didn’t explicitly dub Elsesser “plus size” or “curvy” or draw any attention to her body type. In the campaign, the brand is just framing the bras as technically advanced and helpful to women who notoriously have problems with ill-fitting sports bras.
So as Nike integrates Elsesser as a spokeswoman alongside professional athletes, people are taking notice.
One person commented on Nike’s Instagram: “Love this! I applaud you for having larger sizes and for displaying this model just like all the others.” Another said, “Happy to see a full-figured woman in your ads,” and another lauded them by saying, “Way to go for representing body diversity without labeling it ‘plus-sized’!”
“Timing was in my favor ’cause the internet acted as a catalyst for the fashion industry to change and be more open ’cause people demanded it,” Elsesser tells Business Insider.
This powerful move also stays true to Nike co-founder Bill Bowerman’s philosophy: “If you have a body, you are an athlete.”