Adidas stunned the whole world by sharing a photo of 25 people’s bare breasts in a photo collage on Twitter. The sportswear company did it purposely to promote their new Sports Bra line and help women choose their best fit.
Adidas is launching a new sports bra line shortly, but one of their advertisements doesn’t even show the bra. Adidas, on the other hand, tweeted a photo grid of 25 pairs of naked breasts in all their natural, varied splendour.
The sportswear firm pinned the ad to its Twitter page on Wednesday, along with a link to the bra line for those who get that far. #SupportisEverything is the slogan of the advertisement.
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
🔗 Explore the new adidas sports bra collection at https://t.co/fJZUEjvopQ#SupportIsEverything pic.twitter.com/CESqmsXOwI
“We think that women’s breasts of all shapes and sizes deserve support and comfort,” Adidas states in the advertisement. “That’s why our new sports bra collection includes 43 designs, ensuring that everyone can find the perfect fit.”
The commercial was clearly designed to capture people’s attention, and it quickly went viral. Adidas generated a lot of buzz, albeit perhaps not as much as the business had hoped for in terms of sports bras or this specific new range.
On Twitter, both women and men chimed in on Adidas’ marketing strategy, with a fairly mixed response.
Some Twitter users, especially female buyers, expressed their preference for seeing bras rather than breasts. Others complained that the advertisement was inappropriate or that it had taken them off guard and confused them. Some individuals thought it was brave and praised Adidas for it.
“A sports bra is the single most crucial item of fitness equipment for women with breasts,” Adidas stated in a statement to Timesread.com.
“The confidence and support it offers may have a big influence on someone’s performance and ability to remain with athletics… The gallery was created to demonstrate how diverse breasts are, with a variety of shapes and sizes that highlight the importance of customised support “According to the statement.
Adidas’ campaign is an example of spectacular advertising, according to marketing and branding expert David Placek, whose clients include Apple, Coca-Cola, and Procter & Gamble.
“It reminds me of an advertising class when someone asked, ‘How do you attract someone’s attention?’ You show them a naked lady,” Placek added. “While [the commercial] is daring, the problem with this tactic is that it detracts from the real product.”
Placek believes the ad would have been less surprising if it had featured 43 women wearing the new sports bras. “It would have conveyed the same message.”
On Wednesday, Adidas ADDYY, -1.74 percent ADS, -1.83 percent marketed their sports-bra line on Twitter TWTR, -1.98 percent and Instagram FB, -1.69 percent by sharing an image of dozens of naked breasts in all their natural splendour.
It should come as no surprise that the décolletage collage halted a lot of people in their tracks on social media. In only a few hours, the initial tweet received hundreds of retweets, as well as thousands of quotation tweets and “likes.”
“Adidas” trended on Twitter on Wednesday as a result of this and a news that the firm had withdrawn its sponsorship of French soccer star Kurt Zouma, who was seen on film kicking and slapping his pet cat.
The commercial seems to promote inclusion and a celebration of body positivity. That was undoubtedly the impression of several readers. “This is incredible!” “I’m thrilled to try and totally support this,” one lady commented in the Instagram comments.
Many of the comments and quote tweets, on the other hand, were more cynical. Because sex sells, opponents claimed that uploading photographs of uncensored breasts for clicks was exploitative and low-hanging fruit. Others criticised the unexpected nuance for being unfit for work (or the school).
The bold tweet was also posted to the top of the company’s Twitter profile. And the Adidas account reacted to some of the Twitter comments, including one from a reader who wondered if the ladies whose bodies were included in the composite shot had given their agreement to have their breasts broadcast on Twitter.
“We have to comply to the regulations of social media,” it said in another remark, “but are pleased to present the uncensored version here, on our website, and on billboards.”
“It’s totally normal to have breasts,” the Adidas account responded to readers who threatened to report the image to Twitter. We’re pleased to celebrate, and we won’t take this down so we may continue to do so.”
The body-positive trend is gaining traction among apparel sellers. Last summer, Victoria’s Secret replaced its “Angels” with Olympic soccer star Megan Rapinoe, body-positive advocate Paloma Elsesser, and actor Priyanka Chopra Jonas as brand ambassadors in order to “create new, deeper ties with all women.”
Old Navy, a division of Gap Inc.’s GPS, -0.40 percent, has changed its approach to plus-size clothing. It now sells all of its women’s fashions in all sizes and at the same price.
According to GlobalData, plus-size women’s and men’s apparel sales reached $27 billion in 2019, up from $19.9 billion in 2012.
According to NPD’s Consumer Tracking Service, women’s plus sizes accounted for 19 percent of total women’s apparel sales in the United States for the 12 months ending May 2021, up one percentage point over the previous year.