August 6, 2012
Nike’s new campaign “Find Your Greatness” encourages all people to lead active lives, regardless of size. In a series of videos, including a video about a 12-year-old obese boy named Nathan, Nike demonstrates its commitment to demystify myths about overweight and obese people.
"In a society where obese individuals face pervasive stigmatization, it is important to debunk weight-based stereotypes that so often lead to prejudice,” said Rebecca Puhl, PhD, Director of Research and Weight Stigma Initiatives at the Rudd Center. “Nike does this successfully by communicating the message that we all have the potential for greatness, no matter what body size we have. More messages like this are badly needed in our culture, and hopefully others will follow the example of Nike to address weight stigmatization head on."