From Rihanna proudly Instagramming an image of her leg hair last summer to Ashley Armitage’s campaign for razor brand Billie – the primary ad of its kind to truly show body hair – we’re finally getting the representation we want in the case of body hair.

Now, Nike has develop into the most recent brand to affix the conversation with their latest ad featuring Nigerian-America singer Annahastasia together with her arm raised to disclose a small patch of hair on her armpits.

Initially, the campaign was met with praise. “That is incredible 👏” said lifestyle and fitness influencer @oenone. “We want more freedom on this world to do what we’ll with our bodies without someone attempting to shame” said one other commenter. “🙌🏽🙌🏽🙌🏽 Yaaas!!!” added one other.

Nonetheless, it wasn’t long before the backlash erupted, with commenters describing the campaign as “disgusting”, while one other indignant commenter added, “like please do not get me flawed, I’m delighted that this woman is brave enough to go around like that…but that is horrible.”

With Nike being world’s largest supplier of athletic shoes and apparel, with a net-worth of over $130BN, here’s hoping that their global influence can be a green light for the remainder of the industry to catch up when it comes to inclusivity and play their part in normalising body hair on women.