Nike Training Club’s sexist new Facebook branding has annoyed me so much I’m going for a run to calm down. Maybe that’s the idea. I mean kittens?! F**king kittens?!
The page appears to have undergone a massive girl-over, and I’m not sure if it’s some kind of patronising joke or not. It’s nearly April 1 right?!
It pains me to say this, it really does but Nike, what have you done? Usually I’m a massive fan of Nike Training Club – the Nike community that offers free hardcore fitness classes, a great app with sports stars like Serena Williams leading you through workouts, and events such as the 5k Nike Flyknit run we went to the other week (they had glow sticks and beatboxers in smoke-filled underground tunnels!).
NTC have always been great at getting people moving in fun, innovative and edgy ways and their branding has usually been pretty spot on. But in the last few days, something strange has been occurring. The NTC Facebook page has faded from neon to pastel, from urban to suburban. It appears to have undergone a massive girl-over, and I’m not sure if it’s some kind of patronising joke or not. It’s nearly April 1 right?!
The logo is fine, the ‘Book a Class’ and ‘Ask a Trainer’ pages on their Facebook page are untouched. Phew. But the wall, the wall!
Take a closer look at the pictures on the cover photo. A kitten, shopping bags, a vintage push bike with a wicker basket, roses – antique pink, of course – a ‘Sale’ sign, and, over in the corner, is that a make-up laden dressing table I spy?
It’s like the Pinterest board of someone obsessed with sanitary product commercials. Someone who walks on the treadmill, glows instead of sweats and would soil their matching bra and pants set if they encountered an actual beatboxer in an actual tunnel.
The image though, I can live with. You only notice its sexist implications if you look closely, and you’re probably too busy crafting the jam on your crumpet into a heart-shape for that. It was Sunday’s Facebook status that really got my gingham-ribboned goat.
‘Flat whites and chit chats. Hot baths and gossip mags. What do you do after a tough workout?’
I’ll tell you what I don’t do after a tough workout Nike, I don’t speak in marketing man’s idea of ‘girl talk’. Nor do I lie down, fully made up, on a bed of leaves in a forest for a snooze.
As a friend of mine pointed out, it’s all very Women Laughing Alone with Salad (you need to check this out).
We much prefer it when you post things like the below Nike. Real girls sweating and getting mucky, not images filched from Instagram and Pinterest and enhanced with a dusky pink filter.
One of the reasons we loved Nike to start with is the fact that they stepped away from the pastels and the diamante and brought kick-ass women’s workout kit to the masses. So please, f**k the fluff and bring back the fierce!
Now, if you’ll excuse me, I’ve got to go bake some cupcakes and eat them by a waterfall. xXx
So, what do you think? Do you find this branding offensive or am I overreacting? Let us know in the comments section below or email firstname.lastname@example.org