Are the new SKIMS ads empowerment or objectification?

You can’t have the Kardashians without a little controversy.

And the new SKIMS x WNBA campaign is no exception.

It’s the first campaign launched since SKIMS became the official partner of the WNBA last year. And it's already earned the brand 3.6 million in media exposure.

But many are asking whether it’s objectifying to have these players in their underwear. Or is this a campaign featuring strong athletes, empowered in their bodies?

After all, it is an underwear brand.

Led by the legendary Candace Parker, the star-studded campaign features a line-up of iconic players of the WNBA. Other athletes include Cameron Brink, Dijonai Carrington, Kelsey Plum, and Skylar Diggins Smith. And they all look incredible.

The collab with SKIMS highlights the interconnectedness of athleticism and style. The 'Fits Everybody' collection is designed to empower people of all shapes, colours, and sizes, to feel comfortable and supported by the garments. There’s literally over 20 styles of underwear and 10 shades that resemble different skin tones.

'Championing women and women in sports is incredibly important to SKIMS,' stated Kim. 'Our brand DNA is rooted in inclusivity, representation and women’s empowerment, which are values shared with the WNBA.'

So, what’s the issue?

Apparently, there are a few. And people were not shy about chiming in on X and Instagram comments.

'Setting women’s sports back 30 years with this one,' one user said.

'Where’s the NBA ad with men wearing nothing but boxer briefs?' Asked someone else. (Um it’s literally right here.)

Another user said, 'This is totally objectifying to women. You’re basically telling folks these women deserve attention because they have sex appeal.' (Weird take, but okay.)

'WNBA was just starting to gain respect. Why take your clothes off now? Smh.'

Like, are these commenters okay? Lol.

There are thousands of these comments, with some questioning why there weren’t more diverse players included. But mostly, they're just people who are mad about seeing half-naked athletes.

So is this campaign empowerment or objectification?

Well, what are the players saying? Cameron Brink expressed gratitude for being included in the campaign alongside her idols, 'It’s truly a dream come true to be working with a brand that I love so much.'

Candace Parker also shared her excitement about the campaign. She believes it falls in line with her aims to inspire both on and off court. She said, 'As I move onto this next chapter in my life, I hope to leave the game in a better place and continue to be an example of what is possible.'

The WNBA is notoriously under-represented. And while media coverage for women’s sports has nearly tripled in the last five years, we still have a long way to go.

This collaboration highlights the importance of representation.

The NBA dominates sports media with extensive coverage, sponsorships and endorsements. But the WNBA is not awarded the same level of attention.

Because of this lack of visibility, women’s basketball doesn’t have the same resources and investment as the NBA does.

I’m not generally someone who walks around touting pro Kim K propaganda. But I also think she’s a talented marketer with huge amounts of influence and reach.

So seeing a brand as big as hers underpinning a campaign that celebrates these athletes is powerful. It rightfully puts these women in the spotlight they deserve to be in – clothed or unclothed.

The potential this collaboration has to influence sports culture is huge. And I think we should care less about grown women showing some skin and more about why female athletes don’t get paid what they’re worth.

But that's just me.

-Sophie, Copywriter