'Giving young girls unrealistic expectations AGAIN': Nike is slammed by critics as campaign star Bella Hadid is branded 'abnormally thin'

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Sportswear fans have criticised Nike for their latest campaign featuring Bella Hadid, dubbing the model too 'thin'.

The sister of Gigi Hadid landed a major campaign with the brand and shared a photograph on Instagram of their new billboard in New York with her posing alongside. 

In the photo, Bella, 20, stands at the foot of the billboard, showcasing her slender legs and flat stomach.

The model looked somber as she stepped out of her New York apartment on Friday, as the backlash against the move continued.  

Nike has been criticised for appointing Bella Hadid as the star of their new campaign with fans describing her as too 'thin'. Pictured: Bella shared this photo of her new billboard on Instagram

Hadid stepped out in New York on Friday looking sombre after the sportswear brand was slammed for their move 

While the photo proved popular among her fans, attracting more than 530,000 likes, others came forward to criticize the sports brand's decision to place the newly appointed Victoria's Secret model at the helm of the advert.

User rachelcastellano commented to say: 'I love her but how is she modeling nike she's look malnourished and un healthy skinny Nike is about muscle and fit just don't see the correlation [sic]'.

Many agreed that Bella's body type did not fit in with the idea of Nike's custom aspiring towards an athletic build.

The model was seen leaving her apartment behind sunglasses amid the backlash 

Fans of Bella, pictured at the Cannes film festival this year, came forward to support the star accusing critics of 'body shaming'

Fans commenting on the photo announcing the news argued that sports fans want to see someone with an athletic build represent the band 

User delnnisgray put it plainly when he said: 'Not an athlete! Lets boycott'.

Another user called nifiaa added: 'Sport brands need to use an athletic bodied person to model. I'm not wearing Nike gear to get skinny, I'm wearing it to get in shape!'

Itsprattwitch added: 'Worst candidate for a sport brand. She doesn't even have an athletic body :s she's just plain.'

Some users were more worried about the negative effect it could have on young admirer's self-esteem.

Others were worried that Bella was a poor role model for impressionable younger fans 

User flawless_ladies said: 'Nike? She's not an athlete but more importantly it's giving young girls unrealistic expectations yet again. Why not use @theashleygraham come on now @NIKE have some sense.'

Agreeing, ameliaharding, added: 'Yeh this is why young girls get eating disorders, when being abnormally thin is glorified. Well done'. 

However, several of Bella's followers came forward to defend both the model and the brand.

Replying to ameliaharding's comment, angescarfo said: 'young girls, and everyone else need to realise that everyone has a different body shape! 

'She got a deal with Nike! Empower people for their success, celebrate that everyone is different, & that will help the young girls of today! You're not doing anyone any favours by body shaming her because she's skinny.'

Shocked by some of the ruder comments, shanavalli said: 'Whether or not you agree with Nike choosing her, body shaming is not okay'. 

Olympic figure skater Meryl Davis also slammed pretty models for becoming spokespeople for athletic gear.

Last week the Dancing With The Stars contestant singled out Bella and Kylie Jenner (the face of Puma).

But Bella's mother Yolanda Foster isn't having any of it. And on Friday the blonde Real Housewives Of Beverly Hills vet fired back to TMZ, arguing Meryl doesn't know what she's talking about because before her daughter was diagnosed with Lyme disease, she was a top equestrian heading to the Olympics.

Foster told the site Bella was a competitive rider from age three until 15. But Lyme disease slowed her down. 

Foster also quipped: 'You obviously don't have to be an athlete to wear or enjoy Nike wear.'

MailOnline has contacted Nike and is awaiting comment.

Bella will make her first appearance for lingerie giant Victoria's Secret as part of their annual fashion show in November

Don't mess with her! Yolanda Foster has also hit back at the likes of Olympic figure skater Meryl Davis who slammed models for becoming spokespeople for athletic wear

Athlete in her own right: Foster said that Meryl doesn't know what she's talking about because before being diagnosed with Lyme disease, she was a top equestrian heading to the Olympics

Bella first announced her collaboration with the athletics brand on Monday. Taking to Instagram she wrote: 'so excited to announce that I am OFFICIALLY PART OF THE @NIKE FAMILY!'

A month ago, the model, who also has a well established relationship with Calvin Klein, posted a similar photo to Instagram showing off another billboard.

Like Mondays Nike post, Bella posed in the busy streets of New York City directly in front of her shirtless modeling campaign of Calvin Klein jeans.

Bella, whose older sister is prominent model Gigi Hadid, 21, will follow in her sibling's footsteps down the catwalk when she makes her first appearance for lingerie giant Victoria's Secret as part of their annual fashion show.

Two weeks ago she announced she would be walking in the December show that will take place in Paris on November 30, but won't air until December 5 on CBS.