Adidas Shared Uncensored Topless Photos To Promote New Sports Bra – Edgy Or Exploitative?


On Wednesday, sportswear giant Adidas launched a new ad campaign for its sports bra collection, and that included a tweet that shared a grid photo of 25 different pairs of women’s bare breasts.

The caption for the post read, “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.”

The tweet was accompanied by the hashtag #SupportIsEverything.

Click here to see the tweet (warning nudity).

Let the Mockery Begin

While many offered their praise that Adidas took such a direct approach, there were plenty who quickly mocked the campaign, and some of those comments could almost be considered offensive.

Comedian Tim Young (@TimRunsHisMouth) tweeted, “As much as I dig women… I really hope no tampon company runs with a similar idea.”

Click here to see the tweet (warning nudity).

Sports writer Adam Prosinski (@AdamProsinski) offered a slightly more humorous take, tweeting, “Y’all ready for the jockstrap post?”

Click here to see the tweet (warning nudity).

“Adidas just… tweeted a bunch of t*ts!,” wrote Jezebel.com Editor-in-Chief Laura Bassett (@LEBassett)

Click here to see the tweet (warning nudity).

Bassett added, “I don’t think it’s particularly feminist or not feminist, it’s just a brand trying to get attention.”

Actor Michael Welch (@MichaelWelchAct) attempted to offer some humor as well, “Adidas is making their female employees do weird stuff these days…:”

Click here to see the tweet (warning nudity).

CNN White House Correspondent Kate Bennett (@KateBennett_DC) simply pondered, “Are we … going to do this for men’s underwear?”

Click here to see the tweet (warning nudity).

Edgy Or Exploitative

As most people likely know there is no shortage of nudity on the Internet, but Twitter generally doesn’t fall into the NSFW (not safe for work) type of platform. Yet, it could be questioned whether the sportswear company meant to be shocking.

“Adidas is a global brand and we have to remember that today different countries have different standards on nudity,” explained brand marketing expert and social media pundit Scott Steinberg. “Even in America we’re continuing to address the issue of healthy body image, especially as it relates to fitness and wellness.”

The image of the bare breasts was not glamorized or sensationalized, but it was still unexpected to say the least.

“We know on social media to stand out you need to take it to the nth degree,” added Steinberg. “Adidas was trying to make a point, and to start a conversation. At the same time, there are going to be viewers who think it is crossing the line. Some might even say it is not their cup of tea, and others might poke fun, ‘not their d cup.'”

Therefore such mockery of the campaign and social media post shouldn’t be the least bit surprising.

“We have to accept that there is so much competing for attention on social media; it is easy for the most successful ad campaigns to get lost in the mix. It isn’t surprising that a global brand like Adidas would attempt to stand out by dropping something a little controversial,” Steinberg noted.

“What is surprising is that this is a global sportswear brand that has a presence in countries where the campaign might be seen to cross the line,” he continued. “It is a traditional brand that is taking a more progressive stance and that might be upsetting to some people. We’re in changing times with changing norms, and some will rock the boat. The question is whether they go down in the process.”





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