Nike's "real women "

The sportswear giant has launched a campaign to project a realistic image of women.

Sportswear giant Nike has launched a "real women "campaign to target their female audience.

The campaign which features shots of "big butts" and "thunder thighs" aim to pitch products at women showing a more realistic rather than an idealistic body image.

"When a women works out, her body develops, becoming more muscular, instead of model thin. And that is the look the ads are trying to celebrate," a company spokesperson was quoted by Femalefirst, as saying.

The trend for showing "real" women is gathering pace at the moment. Recent adverts for Dove range of body products choose real women with curves and blemishes for their latest campaign.