The effort is intended to highlight Nike's belief that style is a form of self-expression and wellness includes a focus on body, mind and life.
The photos are featured on the Nike website.“For the last 50 years, we’ve been both irreverent and directive — Just Do It. We’ve encouraged people everywhere to take charge and go for it,” said Liz Weldon, vice president of Nike global women’s brand management. “Today, we’re meeting people where they are. We want everyone to be able to realize their best selves across mind, body and life. And we’re celebrating all forms of movement, for all women and all bodies.
The Boundless Expression launch comes shortly after the company received significant criticism among women for tapping transgender influencer Dylan Mulvaney to promote its sports bras. Bud Light has also faced backlash and boycotts for using Mulvaney to promote its product. Nike executives have not responded directly to the Mulvaney issue, only commenting on the company’s Instagram page: “Hate speech, bullying or other behaviors that are not in the spirit of a diverse and inclusive community will be deleted.” Bud Light, whose parent company Anheuser-Busch lost $6 billion in value following the controversy, responded: “We never intended to be part of a discussion that divides people. We are in the business of bringing people together over a beer.
Nike is already the largest women’s footwear and apparel company in the world with sales of $8.3 billion in fiscal 2022 and has identified the 2020s as the decade of women where it hopes to further increase its sales and reach among females.
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