Throughout the sampling frame, I purposefully used images of plus-sized models. This was challenging as there were very few Instagram posts of plus-sized men but finding images of plus-sized women was much easier. In my data set Nike was the only brand to include a male, plus-size model. Nike had only one post of a female plus-sized model while Under Armour, Lululemon, and Athleta all had two plus-size female models in my data set. The comments under the posts varied from each brand whether they were positive or negative. The lack of male plus-sized models was very apparent in the sampling frame as it was clear that there is a lack of representation.
The male model on the Nike Instagram was posed lifting weights in the gym with the caption addressing his “crazy dream” of losing 500 pounds. The ten comments I analyzed were half emojis that were all positive, one positive comment, and the rest of the four were all negative. While one of the negative comments was not in support of the model in the post per se, the message they are sending is important. The comment reads as, “this is so funny. When @nike post a big girl on their grid it’s nothing but hate and they post a big guy and it’s love and support…. What a joke 😂.” While this is not encouraging of the male model it brings attention to the lack of support towards male plus-size models. As an athletic brand, Nike is trying to promote athletes, but this then brings up the issue of whether a plus-size person can still be considered an athlete while not fitting into the ideal image that has been curated. This ideal image is fit, muscular, and strong. By only idolizing the ideal image athletic brands close off a whole demographic of people who could benefit from or already partake in a fitness lifestyle.
Credit: My Crazy Dream by Nike. Public domain.
Plus-size female models on these athletic brands’ Instagram posts were met with varied responses similar to that of the male model. Nike and Under Armour are more sports-based brands focused on the physical practice of athleticism which leads me to concur that their plus-size model posts are met with a higher degree of negative commentary. However, one of the Under Armour posts received a lot of love and support for their efforts to be inclusive while the other plus-size Under Armour post was filled with comments such as “Under Armour is changing its name to Under Fat” or “why is a whale representing physical health.” The Nike post was intended to highlight a group of roller-skating women trying to bring attention to body positivity. This was intended to be a supportive post from the brand, but the comments were filled with negativity calling them pigs and even “a team of hippos on roller skates.” In contrast to these large athletic brands, Lululemon and Athleta were met with much more encouraging comments from users with Athleta only receiving one negative comment under a plus-size model. Of the 40 comments from Lululemon female model posts, only seven were negative and all targeted towards the plus-size models. One of the Lululemon posts featured a trainer focused on body positivity highlighting a fitness challenge through one of their products. Her comments were flooded with empowering responses such as “@healthy_with_kelsey girl you betta WERRRK! We love to see it! Keep up the awesome hustle queen 😍🔥💪🏾🎉” and many more. The same goes for Athleta, the comments were all positive and filled with hearts and complements. This is due to the types of brands they are and the demographics they cater to. With Lululemon and Athleta being focused on the fitness lifestyle they use their captions to encourage and inspire people while showing images of women in their clothes to represent the various activities one can do in them, not just working out. This is why their comments are much more respectful and empowering in comparison to the larger more athletically intense brands like Nike and Under Armour.
Credit: Shove and Her Roller Skating Posse by Nike. Public domain.
Credit: Mirror Challenge with Kelsey by Lululemon. Public domain.
It is clear that there is an issue with male plus-size representation in the industry as there was only one in the sampling frame. Lacking this type of support can be discouraging to those who look for inspiration from others like them doing what they never thought they could. The absence of male-plus size models is a result of the mentality of masculinity and the desire to adhere to societal standards of strong muscular men being the ideal image. Men are afraid of being insecure because it shows weakness which reflects on their masculinity while women are considered to be more vulnerable making the presence of female plus-size models more common. The fitness world can be an unhealthy environment for those who do not fit the ideal body image. Body positivity can help change these perceptions and people’s mindsets whether it’s about themselves or others.