Nike Women's campaigns mostly go by without controversy, but their latest ad has caused a major furore with commenters - for the most ridiculous reason.
The ad, for a new sports bra, features Nigerian-American singer and model Annahstasia with the caption "big mood" and was posted on their Instagram account on Thursday.
Within minutes of the picture being posted, commenters began kicking off because the model has her arm raised and is showing the teeniest smattering of hair on her armpit.
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While it is 2019 and no longer a big deal for women to show off their armpit hair in public - see Cara Delevingne and Paris Jackson - many people were still triggered en masse at the sight of a woman looking how she's meant to.
Women have been shaving for so long that it seems some now assume their bodies are just naturally hair-free head to toe, which is absolutely not the case.
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Commenters - mostly men but some women - seem to have forgotten that women naturally grow hair under their arms.
While the athleisure brand's post wasn't politicised in the slightest, people kicked off about its normalisation of body hair, commenting things like "ew", disgusting", and throwing around words like "cavemen".
Their reasons for being disgusted were founded on pretty shaky foundations, with many excusing themselves by saying having armpit hair is "unhygienic".
Now, obviously, armpit hair is not unhygienic, and if it was...well, most men would be pretty unhygienic. But the post amassed thousands of comments and almost 200,000 likes overnight, causing quite a stir.
Not all of the comments were negative - while many read things like "shave that sh*t" or "no! That's disgusting. Horrible. It's not cute. 'Stop this feminist bullsh*t saying it's ok. It's not. It's wrong.
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'There are some things that women could do but just really f*cking shouldn't cause it looks rotten and disgusting and this is one of them. 'I get that it's natural but it's not cool."
But others were far more positive, gushing "Why is there so much hate? This photo is beautiful on so many different levels. Love the bra and the model's confidence" and "I think this beautiful woman deserves more love... the hate is unnecessary".
Luckily, Annahstasia managed to see the funny side, commenting that she was 'still cackling' in response to the furore.
Nike isn't the first major brand to use this kind of imagery, with Adidas recently also having a campaign of women showing off their natural hair.
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Hopefully this marks a major cultural shift and more brands will hop on board with realistic imagery, proving once and for all that body hair on women is nothing but natural. Looks like the trolls will just have to get used to it.
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Featured Image Credit: Nike