Adidas’ new ad: Why are we so outraged by breasts?

February 17, 2022

If you’ve been scrolling through social media, you might have seen something slightly unusual pop up on AdidasTwitter feed. The brand’s latest print ad shows a grid of various different types of breasts, reports Breaking News.

“We believe women’s breasts in all shapes and sizes deserve support and comfort,” says the caption. “Which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them.”

It’s not only on social media: Adidas has also put billboards up for the whole world to see. It’s a bold move—particularly, in light of the fact that boobs remain relatively taboo in society.

Just think, Adidas wouldn’t have been able to post the ad on its Instagram page, where female-presenting nipples are banned (but, inexplicably, male nipples seem to be okay).

And the Twitter comments show just how controversial bare breasts still are for some people. One commenter claimed an image like this “can corrupt someone,” while someone else called it “unprofessional,” and another wrote: “I will never buy another product after this.”

The question is, why? It’s by no means an overtly sexual post. It just shows a variety of breasts and openly celebrates their differences.

While Adidas has received a lot of flack for its choice of imagery, there are also plenty of voices of approval. One tweet calls it “amazing,” saying: “It’s a good reminder that those beauty standards set those days are just trash and every body is perfectly imperfect!”

Sure, some people might say it’s a strange way to advertise sports bras–with not a bra in sight—but Adidas has certainly caught our attention and, hopefully, made some people reconsider how they think about boobs. Because what really is the fuss all about?

Research contact: @BreakingNews