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Adidas will soon be launching a new line of sports bras, but one of the ads doesn’t show these bras at all. Instead, Adidas tweeted pictures of 25 pairs of nude breasts.
The sportswear company posted an ad on its Twitter page on Wednesday under a link to a collection of bras for anyone who has gotten that far. Advertising slogan: #SupportisEverything.
On Wednesday, Adidas ADDYY, -1,74 percent ADS, -0,84 percent promoted its sports-bra collection on Twitter TWTR, -1,98 percent and Instagram FB, -1,69 percent by posting an image of dozens of bare breasts in all their natural glory.
‘We believe that women’s breasts of all shapes and sizes deserve to be supported and comforted’, the post says.
‘That is why our new sports bra collection includes 43 styles, ensuring that everyone can find the right fit for them’.
This is part of Adidas promotion for its redesigned sports bra collection. “We’ve re-engineered our entire portfolio with 43 new styles, available in 72 sizes, catering to more bodies and workouts than ever before,” the German sporting-gear company says in a news release, noting that 90% of women aren’t wearing the correct sizze spports bra.
‘Women’s bodies and breasts come in a variety of sizes, and there are an infinite number of ways they move during exercise’, it continues. ‘When it comes to bras, there is no such thing as a ‘one size fits all’.
It is no surprise that the décolletage collage halted many social-media scrollers in their tracks. In just a few hours, the original tweet received hundreds of retweets, as well as thousands of quote tweets and ‘likes’.
This is combined with news that the brand had ended its sponsorship of French soccer player Kurt Zouma, who was caught in a video kicking and slapping his pet cat, prompted the hashtag ‘Adidas’ to trend on Twitter on Wednesday. By press time, the Instagram post had received around 20.000 likes.
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Viral Adidas Sports Bra Twitter Ad
This promotion seemed to appeal to a sense of inclusion and a positive body celebration. Of course, some readers saw it that way. “Awesome!” wrote one woman on Instagram in a comment.
Another post wrote, “It’s amazing how a woman’s body can completely normalize and provide the support that our bodies truly need.”
But many Tweets with comments and quotes were more cynical. After all, sex is for sale, so critics have suggested that posting uncensored breast images to get clicks is exploitative and light fruit. Others have said that unexpected nudity is unsafe for the workplace (or classroom) nature.
And others have asked Adidas to do the same for men’s body parts. “Okay, now make a sports belt,” one wrote.
Adidas MarketWatch said in an emailed statement, “The gallery is designed to highlight just how versatile breasts are and why custom support is so important in a variety of shapes and sizesd.”
The company also pinned the controversial post to the top of its Twitter profile. The Adidas account also responded to some comments on Twitter, such as one reader asking if the woman, whose body was featured in the collage, had consented to post her breasts on Twitters.
Adidas account replied “yes”. “Our volunteers were wonderful and brave.” Another comment added: “I had to follow the rules of social media, but I’m proud to share the uncensored version here on our website and billboards.”
For the response to readers who warned Twitter would report the photos, the Adidas account said, “It’s perfectly natural to have breasts. I’m happy to celebrate and I won’t be filming to keep going.”
More apparel retailers are joining the body positive movement. Last summer, Victoria’s Secret ditched the Angels to “build new, deeper relationships with every woman” by recruiting US Olympic athlete Megan Rafino, body-positive Paloma Elseser and actress Priyanka Chopra Jonas as brand ambassadors.
And Gap Inc. GPS, 0,40% Old Navy has recently changed its approach to plus-size clothing. We now offer all women’s styles in all sizes, with no price difference.
Accordding to Global Data Plussize womenswear and menswear sales grew up from $ 19.9 billion in 2012 to $ 27 billion in 2019.
According to the NPD Consumer Tracking Service, plus-size women’s clothing accounted for 19% of all US women’s clothing sales in the 12 months to May 2021, up 1 percentage point from the same period last year. Another critical comment was posted on the Adidas Twitter account. This article is compiled from adidas.
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