In the photo, which has been liked more than 175,000 times, Annahstasia poses in a Nike sports bra with her arm raised over her head, showing off her armpit hair.
Although there has been criticism from some followers, many of the comments have been supportive of the brand and the model for showing natural bodies.
“Thank you Nike for your support of being natural,” one person wrote.
Another said: “This is incredible."
“Nike thank you for doing this,” someone else commented. “#Bodyhairpositivity is something that needs to be normalised.”
Others have taken to the comments to defend the model from people who have suggested the picture is “disgusting”.
“Stop degrading her just because she has body hair!” one person wrote. “You don’t say the same about men with armpit hair. Her body her choice.”
Nike is not the first brand to feature a model with armpit hair, in February, Aerie shared a photo of a model in a bralette showing off the hair under her arms.
The clothing company captioned the photo: “Don’t for a second compare your beauty to anyone else’s and think you are anything less.
“Everything unique about you is beautiful. Everything genuine about you is gorgeous. You are a force that no one shall mess with.”
The Independent has contacted Nike for comment.
Join our new commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies