Kim Kardashian’s SKIMS brand is renowned for its sharp business acumen and ability to capture cultural moments. The shapewear giant consistently taps into pop culture trends, leveraging both street credibility and sales potential. However, their most recent campaign featuring track star Sha’Carri Richardson has taken an unexpected turn, dividing public opinion.
While the campaign boasts an impressive lineup including tennis legend Serena Williams, golf sensation Nelly Korda, gymnast Jordan Chiles, and snowboarding icon Chloe Kim, it’s Richardson’s inclusion that has dominated online discussion. This comes as a surprise, given that Richardson’s presence has overshadowed the other athletes, not for her athletic achievements alone, but due to recent controversy.
The crux of the controversy lies in Richardson’s July arrest at Seattle-Tacoma International Airport following an altercation with her boyfriend, fellow Olympian Christian Coleman. Security footage captured a visibly aggressive interaction, leading to her arrest for a misdemeanor domestic violence charge. She was detained for over 18 hours.
The footage depicted Richardson shoving Coleman, bumping into him, and throwing an object, believed to be headphones, at him. While Richardson later released a statement addressing her actions, citing past trauma and a commitment to improve, the internet has reacted strongly to her prominent feature in a major international campaign so soon after the incident.
Many online commentators are drawing parallels between Richardson’s situation and how a male athlete might be treated under similar circumstances. Common sentiments expressed include:
- “Nah, because if she was a guy it would be a different story right lol 🤡”
- “Not cool.. a man would have lost every deal.”
- “Rewarding bad behavior 101.”
- “There is no consequences for women who are violent towards men.”
- “Double standards is truly a funny thing.”
Neither SKIMS nor Sha’Carri Richardson have directly addressed the backlash.