On Twitter and Instagram, Adidas promoted its new sports bra collection through an image consisting of dozens of bare breasts!
The post reads, “We believe women’s breasts in all shapes and sizes deserve support and comfort, which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them.”
The post took Twitter by storm, taking several hundred retweets and thousands of quote retweets in just a few hours, while Instagram had thousands of likes by press time.
In an AdWeek news article, Adidas’ senior director of products Amy Charlton had this to say: “There is a sizeable data gap when it comes to sports bra development, so we worked with experts in breast health [at] University of Portsmouth to challenge ourselves and drive forward our innovation to better meet the needs of our female athletic community. It was a significant undertaking with an all-female team of designers, testers and experts, and we hope this collection will help more sports bra wearers experience the benefits of added support and a better fit, and not be held back when doing the sports they love.”
The Twitter and Instagram posts received a lot of positive feedback, enjoying that it seems to promote inclusivity and celebrate body positivity, and some people even requested to do men next.
However there are some critics who claim they were exploiting by using bare breasts to gain clicks as sex sells, and some who call it out for its not-safe-for-work nature.
When asked if the women in the image gave consent to showing their breasts, Adidas responded with a yes. “Our volunteers were amazing and brave.”
And to those who threatened to report the image, Adidas has this to say to them: “It’s perfectly natural to have breasts. We are happy to celebrate and won’t be taking this down so we can keep doing so.”