Runners are not cool with Kylie Jenner's latest Puma campaign

Source: AP
Source: AP

At this point it's common knowledge that the Kardashian-Jenner family really, really loves to appropriate cultures that aren't their own. But, um, this is a new one. 

In Kylie Jenner's latest campaign for Puma, which is all about the brand's new sneaker, she is seen running mid-air, like a track star that's grown wings. 

A photo posted by (@) on

A photo posted by (@) on

Harmless, yeah? Well to the running community, and people who apparently take running very, very seriously, it's not. 

This seemingly normal activewear campaign is getting called out because people don't like that she's perhaps posing in place of a professional track and field star... because we guess she's not a professional track and field star... and this offends them.

It's a very similar argument to how people reacted when Kylie's sister, Kendall, dressed up like a ballerina for a Vogue photoshoot. 

In that instance, people were calling the shoot out for appropriating dance culture and calling out the photoshoot's creators for not using an actual ballerina. In this case with Kylie, people are calling out Puma for not using someone who is actually an athlete and runs professionally, like Usain Bolt or Shelly-Ann Fraser-Pryce, too. 

But if we're going to use this logic that no one in an ad should be posing like someone who they're not, then where was the outrage when Beyoncé launched Ivy Park and appeared in multiple ads running around at a gym... like an athlete. 

Ivy Park ad
Source: 
WeAreIvyPark/YouTube

If no one can emulate a profession, was Kate Moss appropriating rock star culture when she posed as a rock star to sell Rimmel makeup? 

Kate Moss for Rimmel
Source: 
Rimmel

Was Gigi Hadid appropriating mom culture when she posed in an admittedly controversial Versace ad next to a stroller? 

Gigi Hadid in the Versace ad
Source: 
Versace

Just as a reminder to everyone: Appropriation as a term was more so about this idea that people are borrowing pieces from cultures without realizing their deep significance. So, white people wearing things like dreadlocks, which are most commonly associated with black culture, or Native American-inspired headdresses can clearly fall into this category. 

But can professional ballerinas and runners really align themselves with this idea, and consider things like tutus or running shoes or even just running poses as things that are of "deep significance" to them, and no one else? Can things like posing in an active, running pose really be off-limits to someone who's not an athlete? 

Or is Jenner here just, you know, posing in an athletic campaign, looking like an athlete? 

That's really the question. 

How likely are you to make Mic your go-to news source?

Rachel Lubitz

Rachel is a senior Style writer at Mic. She previously worked for The Washington Post's Style section for more than three years. Feel free to contact her at rachel@mic.com.

MORE FROM

What Melania Trump wore her 22nd week as first lady — the week she appeared nearly every day

Looks like the move to the White House has changed Melania Trump's reputation as an invisible first lady.

Jennifer Lopez wants you to know that this pic of her flawless abs is not airbrushed, thanks very much

Thanks for asking, but no, that's really what Jennifer Lopez looks like.

In case you ever doubted it, being an unsigned model is hard as hell

'Mic' spoke to a number of unsigned models to find out how they manage it all.

This beauty brand is empowering women every morning with positive affirmations

RealHer wants to make women's morning routines about feeling good, as opposed to feeling pressure to "look good."

Boys show up to school in skirts after shorts not allowed in summer weather

On Thursday, many boys showed up in the skirts to prove a point about the dress code.

Bury me in Rihanna's new Manolo Blahnik shoe collection

Many of the shoes feature a lucite heel, and that's fine by me.

What Melania Trump wore her 22nd week as first lady — the week she appeared nearly every day

Looks like the move to the White House has changed Melania Trump's reputation as an invisible first lady.

Jennifer Lopez wants you to know that this pic of her flawless abs is not airbrushed, thanks very much

Thanks for asking, but no, that's really what Jennifer Lopez looks like.

In case you ever doubted it, being an unsigned model is hard as hell

'Mic' spoke to a number of unsigned models to find out how they manage it all.

This beauty brand is empowering women every morning with positive affirmations

RealHer wants to make women's morning routines about feeling good, as opposed to feeling pressure to "look good."

Boys show up to school in skirts after shorts not allowed in summer weather

On Thursday, many boys showed up in the skirts to prove a point about the dress code.

Bury me in Rihanna's new Manolo Blahnik shoe collection

Many of the shoes feature a lucite heel, and that's fine by me.