This time with an IG post that had people talking. 

The athleisure wear company has been known for challenging societal ills by using thought-provoking advertising campaigns to bring attention to them.

And Nike is not afraid to take chances.

They proved this by backing sports star Collin Kaepernick in an ad after he caused controversy by choosing not to stand during the singing of the national anthem because of views on the way America treats racial minorities.

Shortly after the ad aired, people started boycotting the brand by burning their Nike items. CNBC reports that after the ad was aired, Nike shares dropped slightly. A few days later however, the share rose to a record high.

READ MORE: Nike is laughing all the way to the bank – they sold 61% more of their products after the Colin Kaepernick ad

Nike's Instagram page also received an additional 150 000 new followers.

Earlier this year Nike was at it again with a powerful campaign starring tennis superstar Serena Williams who had previously been the centre of issues surrounding gender bias, sexism and not to forget catsuitgate.

This time around Nike had everyone talking after using Nigerian-American musician, Annahstasia as a model in a body positive Instagram post, where she showed her underarm hair.

See their post below.

View this post on Instagram

Big mood @annahstasia.

A post shared by NikeWomen (@nikewomen) on

Within minutes there were thousands of comments with people questioning why they would promote women not shaving their body hair. One IG user wrote "“That's disgusting. I get that it's natural but it's not cool”.

While another said “How is not shaving your armpits a freedom?!”.

It was no surprise though.

READ MORE: Women who no longer shave are ditching the body hair stigma follicle by follicle and we're here for it

For many years women have been taught that having body hair is disgusting or "unladylike" and subsequently encouraged to shave, wax or laser treat their bodies. It is a booming industry.

As of late, however, many women are slowly de-stigmatising body hair growth on the female body.

Thank you Nike.

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