Adidas took a daring approach to advertise its array of sports bras with a campaign ad featuring the trunks of 25 topless women. Emphasizing diversity, Adidas selected women of all ages and races with an array of breast sizes and shapes.
Posted on the German brands Twitter account, the caption 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 style, so everyone can find the right fit for them.”
On the same day as the tweet, Adidas released press providing additional details on the 43 silhouettes, which are divided into four categories: train, studio, everyday and run.
With responses ranging from anger to celebration, the ad garnered plenty of attention and has been retweeted close to 4,000 times with even breast connoisseur Playboy jumping in on the action. When one Twitter user questioned why the brand didn’t show the actual bras, the Adidas account replied, “We want to celebrate bodies in all their glory and proudly showcase how different we all are.”
Adidas announced in January it had ramped up its investment in marketing efforts designed to increase its sales to the active female customer. Commenting on the effort, Vicky Free, senior vice president of global marketing stated, “Women are part of any business opportunity. You name the category and women are hugely influential, if not driving the purchase decision for the family. In sport, women are changing the game. We just need to find where their needs haven’t been met.”
Check out the ad below.
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