There's nothing we love more than a body positive movement, and Nike's new campaign ticks all the right boxes.
The brand has taken to Instagram to share their top tips for finding the right sized sports bra and shared each piece of advice with beautiful images of women of all shapes and sizes - all wearing a correctly fitted sports bra, natch.
The first image (below), which was shared last Thursday, has so far racked up almost 71,000 likes and 1,365 comments (at the time of writing), with followers taking to the social media platform to praise the brand for celebrating real womens' bodies.
"Thank you for finally representing curvy athletes," wrote one user. "I'm tired of trying to find my work out wear in size large when the only sizes available are small or extra small."
"Kudos for showing a real woman. I say keep it coming! Woman of all sizes deserve fabulous fitness clothes," wrote another.
The brand shared a total of four images over the weekend, with the accompanying advice ranging from how to know if you're wearing the right size sports bra and how best to support your breasts while exercising.
A spokesperson responded to the flood of positive images by writing on the first post, "we hear you, and we'll be sure to let our team know your thoughts".
As one user wrote, "this is a big step towards true body equality".