FROM "MY BODY, MY LIFE" TO "YOU CAN'T WIN, THEN WIN": WHY NIKE AND OTHERS ARE SHIFTING THEIR MESSAGE ON BODY IMAGE

A few years ago, big companies that made clothes for both fashion and sports, like Nike, Adidas, and Victoria's Secret, celebrated diversity by showing off a wide range of body types. Nike's "Own the Floor" and "My Body, My Life" campaigns broke stereotypes by using plus-sized and non-traditional models. They challenged the long-held idea of athletic perfection. People praised these campaigns for promoting body positivity and making brands seem more real to a generation that wanted everyone to feel welcome. But it looks like the trend is changing again.

Image credit: Studio Nari, 2020

The New Message: From Variety to Order

Nike's new ad campaign, "You Can't Win, Then Win," has sparked significant controversy and debate. It has shifted its focus from celebrating "all bodies" to highlighting fit, strong, and competitive bodies, a move that some view as a step back from the body positivity movement.

Image credit: Nike Newsroom, 2025

Some people say that this move hurts the body positivity movement by putting the focus back on the idea that only lean, muscular, and athletic figures are desirable. Supporters, on the other hand, say that brands are just getting back to being performance-driven instead of lifestyle-driven. Why did the change happen There are a few reasons for this change:

• Performance First Branding: As competition with Lululemon, On, and new fitness-focused brands heats up, sportswear companies are feeling the need to reconnect with their athletic roots.

• Changing Expectations of Consumers: Health, wellness, and fitness are becoming more and more linked to aspiration for Gen Z and younger Millennials, even though inclusivity is still essential. "Strong is the new sexy" has taken the place of "all bodies are beautiful."

• Economic Pressures: Performance campaigns tend to be more closely linked to product sales (like running shoes, gym clothes, and performance clothing) than lifestyle-driven campaigns. With the rise of new fitness-focused brands and the increasing demand for performance-driven products, Nike and other sportswear companies are under pressure to shift their marketing focus to performance.

The Backlash

People have noticed the change. Body positivity advocates warn against going back to narrow ideas, which could turn off people who felt empowered by earlier campaigns that were more inclusive. People on social media have already had a lot of different reactions, from being upset about the' loss of inclusivity' to praising the 'bringing sports back to sportswear.' This diverse reaction underscores the challenge for brands in balancing performance and inclusion in their marketing strategies.

This tension serves as a compelling case study in marketing: can brands effectively balance both performance and inclusion? The lessons from Nike's journey provide valuable insights for businesses navigating similar challenges.

What Businesses Can Learn

This isn't just a story about Nike. It's a lesson in who your brand is:

• Being inclusive makes people feel more connected.

• Focusing on performance makes your brand stronger.

• Too much of one can make the other feel left out.

For businesses in any field, it's a delicate balancing act: how do you remain true to your brand while also adapting to evolving social norms? Understanding and responding to these changes is crucial for maintaining brand relevance and resonance.

From the Runway to the Boardroom

At Raffles Jakarta, we teach students how to look at these changes in culture and how branding strategies change as people's minds change. Our Business Management program teaches future leaders how to plan for changes like these and create campaigns that include everyone, inspire them, and have a positive effect on business.

In today's market, the message is just as important as the product.

Reference

Campaign Middle East. (2023, October 25). Dove and Nike launch Body Positivity sport programme. Campaign Middle East. https://campaignme.com/dove-and-nike-launch-body-positivity-sport-programme

Mallick, M. (2023, December 27). One Team, One Dream: What marketers can learn from Dove and Nike partnership. Adweek. https://www.adweek.com/brand-marketing/one-team-one-dream-what-marketers-can-learn-from-dove-and-nike-partnership

Miller, D.-Y. (2024, August 14). Inside Nike’s big marketing vibe shift. Business of Fashion. https://www.businessoffashion.com/articles/sports/inside-nike-big-marketing-vibe-shift

Nike. (2025, February 9). Nike’s new “So Win” brand anthem celebrates the power of sport [Photograph]. Nike Newsroom. https://about.nike.com/en-GB/newsroom/releases/nikes-new-so-win-brand-anthem-celebrates-the-power-of-sport

Studio Nari. (2020). Nike Dance – Own the Floor campaign [Photograph]. Studio Nari. https://www.studionari.co.uk/projects/nike-dance

Vranica, S. (2025, February 9). Nike is betting a big Super Bowl ad with Caitlin Clark, rapper Doechii can help reclaim its dominance. The Wall Street Journal. https://www.wsj.com/business/media/nike-is-betting-a-big-super-bowl-ad-with-caitlin-clark-rapper-doechii-can-help-reclaim-its-dominance-8376b766

So win: Why branding women in sports matters more than ever. (2025, February). Laredo Morning Times. https://www.lmtonline.com/sports/article/win-branding-women-sports-matters-ever-20151747.php