“Breasts of all shapes”: Adidas goes wild, advertises sports bra line with nude pictures

“Will you show us penises too (circumcised and uncircumcised) of different shapes and sizes for the pant/boxer set?” was one of the responses received.

Social media users have slammed Adidas’ graphic and “overtly sexual” sports bra advertising.

The well-known label shared a photo of their new collection, which is meant to “honor all bodies.”

But it wasn’t the brand’s new line of clothing that was being promoted – it was exposed women’s breasts…

Adidas released a photo of a dozen different women’s breasts in all shapes and sizes.

Their intention was to advertise their new wide range of sports bras for women of all body types.

They said in their ad campaign: “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.

“We’ve re-engineered our entire portfolio 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.”

Whilst many Instagram users positively reacted to the advert, on Twitter, it was a different story.

Many tweeps criticised the German sports label for promoting nudity on a public platform.

“Will you show us penises too (circumcised and uncircumcised) of different shapes and sizes for the pant/boxer set?”

“@adidas, you guys can market your new sports bras or products without the nudity, this isn’t how body positivity is promoted.

Twitter is a public platform that’s also accessible to a lot of underaged kids, a tweet like this can corrupt someone. Do better”

“Someone with a college degree thought this was a good idea? Maybe show the bras actually supporting the tits? This isn’t page three hun”

“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”

“Are you freaking kidding me with this post? You know how many kids follow you? I will never buy another product after this”


Whilst Instagram has a strict nudity policy that largely prohibits posts that depict female nipples, the Adidas campaign is still up and running.

According to their “sensitive media policy”, Twitter states that accounts that share content that is graphic, of an adult nature, or depicts violence, gore or harmful imagery should be marked as sensitive.

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