Adidas decided to promote its sports bra collection on Twitter and Instagram in a unique manner – by posting an image of 25 faceless women’s breasts. 

Their official post clarifies Adidas’ stance, saying “Breasts of all shapes and sizes deserve support and comfort tailored to them. Which is why our new sports bra range contains 43 styles, so everyone can find the right sports bra for them. In sport, everybody should feel free and inspired by what their bodies can achieve”.

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This advertisement is part of the German sports gear company’s promotion of its new and altered collection of sports bras. In a press release, they noted “We’ve re-engineered our entire portfolio with 43 new styles, available in 72 sizes, catering to more bodies and workouts than ever before. Women’s bodies and breasts come in many sizes, and there are endless ways in which they move during exercise. There really is no ‘one size fits all’ when it comes to bras”.

Adidas has also noted that 90% women don’t usually wear the right size sports bras, which is something they’re seeking to alter with their new line of products. 

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Despite their intentions, the risque advertisement drew a lot of comments on both social media platforms. Some decided that Adidas was jumping on the bandwagon of generating shock value and driving up revenue by using women’s bodies. Meanwhile, others questioned whether these were consenting images.

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Adidas has, however, stood its ground confirming that the images were indeed taken with consent and has called the volunteers “amazing” and “brave”. The company has also stated that it is perfectly natural to have breasts and asserted that the advertisement celebrates that, and shall continue to do so. 

However, some users have resonated with the intended body-positive message that Adidas put out. They’ve praised the company for normalizing the female body. 

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Adidas isn’t the only company to embrace body-positivity and move towards inclusivity in apparel. Victoria’s Secret also scrapped its ‘Angels’ campaign, and tapped US soccer star Megan Rapinoe instead. Others who also campaign for the lingerie brand, in its efforts to build more meaningful relationships with all women, include Paloma Elsesser, the body positivity advocate and Bollywood star Priyanka Chopra Jonas.