Nike Sports Bras

Client: Nike
Agency: Goodby Silverstein & Partners
Photographer: Hans Gissinger

Project: This project for Nike Sports Bras was unbelievably provocative and controversial as showing breasts in American magazines was completely taboo. We had to do different versions of the images depending on whether the magazines were sold on newsstands or distributed to subscribers. As you can imagine, people were outraged that we showed an uncovered female figure. But the most interesting criticism was that we didn't show the women's faces and that was perceived as an objectification of women.