Adidas Catches Consumers off Guard With Bare Breasted Campaign
Would this even be a headline if it features male nipples?
Sportswear brand adidas launched their new campaign this week that put women’s breasts right at the forefront — literally. On February 9, the brand released its latest campaign for its sports bra collection. The campaign showcases the breasts of 25 women in a grid with the hashtag #SupportIsEverything.
The campaign is an attempt at showing support for all individuals with breasts. However, some are wondering whether the effort was taken too far. adidas share with The Washington Post that “the gallery was designed to show just how diverse breasts are, featuring different shapes and sizes that highlight why tailored support is paramount.”
While some people are disgusted by the campaign, others are happy about the diverse representation. adidas’ campaign highlights all different colors, shapes and sizes of breasts — an accurate portrayal of how different all bodies are.
What should be more alarming than adidas highlighting true body representation, is the fact that some automatically sexualized the breasts in the photos. These photos are not inherently sexual in nature. They don’t include faces, the breasts aren’t being grabbed and they’re not covered in coconut oil. There isn’t one element of these photos that screams sex. So, if you noticed this campaign and felt like it was sexual in nature, it might be something to address. Breasts don’t have to be sexual.
For those wondering about censorship online, the campaign has not been removed by Instagram for showing nudity.
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 (@adidas) February 9, 2022