Source:
https://scmp.com/lifestyle/fashion-beauty/article/3166659/adidas-divides-opinion-tweet-bare-breasts-sports-bra
Lifestyle/ Fashion & Beauty

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’
Adidas has used an image of 25 people’s bare breasts to promote a new sports bra line. Photo: DPA

Sportswear company Adidas shared a picture of 25 faceless people’s breasts on Twitter on February 9, to promote its new sports bra line.

“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,” Adidas said in the tweet.

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.

While some users applaud the Adidas advertisement, which the Post has pixellate, others disagree with it. Photo: Adidas
While some users applaud the Adidas advertisement, which the Post has pixellate, others disagree with it. Photo: Adidas

“@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.

A sports bra by Adidas. Photo: Adidas
A sports bra by Adidas. Photo: Adidas

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.

“It’s important to normalise the human body and help inspire future generations to feel confident and unashamed.”

The growing popularity of the body positivity movement has seen mainstream companies such as Victoria’s Secret undergo a rebrand to become more inclusive. The lingerie retailer has axed its famous Angels in favour of athletes, actors and activists as the brand’s spokespeople, including LGBT model Valentina Sampaio.