Adidas celebrates ‘breasts in all shapes and sizes’ in bold new sports bra ad: 'It's important to normalize the human body'

·2 min read
Adidas's new sports bra campaign (not pictured) sees a several women baring all as the brand pledges to represent
Adidas's new sports bra campaign (not pictured) sees a several women baring all as the brand pledges to represent "all shapes and sizes." (Photo: Getty Images)

Adidas just released a bold new ad for their new sports bra collection.

On Feb. 9, the retailer took to Twitter to share a grid photo of 25 different pairs of bare breasts as a way to illustrate how every body is different.

“We believe women’s breasts in all shapes and sizes deserve support and comfort,” Adidas captioned the post. “Which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them.”

They also linked out to the new collection, alongside the hashtag #SupportIsEverything.

The reactions to the new ad on Twitter were mixed. Some celebrated the message, with one Twitter user writing, “This is major. Well done Adidas!” Another shared, “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.”

However, not everyone was as thrilled. One person wrote, “I’m all for boobies and positivity but like … what are they selling? Shouldn’t it at least show how their ‘body-positive’ bras support all different kinds of boobies? Or is this just another shock ad designed only to generate revenue by using women’s bodies? Exhausting.”

Related video: This London catwalk is a celebration of body positivity

The same user then tweeted a photo of Adidas’s collection, which features women of relatively the same size and shape.

Another added, “It's just a REALLY good thing I didn't scroll by this while in an office setting. And, yes, I believe the human body is beautiful, it doesn't mean I need or want to see the parts meant for their husbands and babies.”

The brand defended their ad in several follow-up tweets, writing, “It’s important to normalize the human body and help inspire future generations to feel confident and unashamed.”

They also added, “It’s perfectly natural to have breasts. We are happy to celebrate that and won’t be taking this down so we can keep doing so,” and, “We want future generations to feel body-confident, which is why this gallery is so important to share.”

Adidas isn’t the first major company to make a push for inclusivity. Recently, Victoria’s Secret underwent a major rebranding campaign, in which they launched the VS Collective — a group of individuals like Priyanka Chopra, Megan Rapinoe, Bella Hadid, Amanda de Cadenet and Adut Akech — to replace their Victoria’s Secret Angels. The push was made to honor the diversity of bodies, ethnicities and genders.

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