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’d like in the case of body hair.

Now, Nike has change into the most recent brand to hitch the conversation with their recent 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’d like more freedom on this world to do what we are going to 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 improper, 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 shall be a green light for the remaining of the industry to catch up when it comes to inclusivity and play their part in normalising body hair on women.