Adidas divides opinion with tweet of bare breasts in sports bra advert
- Adidas shared a picture of 25 faceless women’s breasts on Twitter on February 9 to prove ‘everyone can find the right fit for them’ in its new sports bra line
- While some users applauded Adidas for seeking to ‘normalise the human body’, others argue putting bare breasts online ‘isn’t how body positivity is promoted’
Sportswear company Adidas shared a picture of 25 faceless people’s breasts on Twitter on February 9, to promote its new sports bra line.
While some users applauded the move, others disagreed with the exposure of breasts on social media.
“As a father of two daughters that played sports this is way overdue. Thank you. A lot of girls give up sports because they can’t find the right fit to stay comfortable,” one user shared.
“@adidas u guys can market ur new sports bras or products without the nudity, this isn’t how body positivity is promoted,” another tweeted. “For crying out loud Twitter is a public platform that’s also accessible to a lot of underaged kids, a tweet like this can corrupt someone. Do better.”
The company tweeted that the volunteers for the picture “were amazing and brave” and the company followed all social media policies. It was able to post the uncensored picture on Twitter, on its website and on a billboard.
As mixed reviews continued to pour in, Adidas tweeted: “We want to celebrate bodies in all their glory and proudly showcase how different we all are.