PORTLAND, Ore. — Apparel brand Adidas created a social media stir Wednesday with a new ad for its sports bras, but the company responded to online backlash saying its mission is to serve all body types.
The company, which has its North American headquarters in Portland, posted a photo collage of 25 pairs of bare breasts in all different shapes, sizes and skin colors to its Twitter account Wednesday with the caption “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 ad quickly started trending, with mixed feelings from many on social media. One Twitter respondent said “Maybe show the bras" actually supporting the breasts, to which the brand replied “We want to celebrate bodies in all their glory and proudly showcase how different we all are.”
Other responses were more positive.
"Wow I actually love this," one person tweeted. "Finally, someone uses body positivity to promote acceptance for something women have no control over & can't naturally change — breast shape!"
Adidas spokesperson Rich Efrus said the single most important piece of workout gear for someone with breasts is a sports bra, and that innovation drives the brand’s goals to meet its diverse audience where they are.
“The gallery was designed to show just how diverse breasts are, featuring different shapes and sizes that highlight why tailored support is paramount,” Efrus said in an email.
As stated in the Twitter caption, the ad supports Adidas’ reengineered bra line announced earlier in the day. According to a press release from Adidas, 90% of people who wear bras wear the wrong size. The revamped styles come in 72 sizes, and Adidas said it partnered with two professors who have been studying breast support requirements for 17 years on the line.
The new collection, called the SS22 Bra Collection, will be available worldwide starting Feb. 14.
Read more from the Portland Business Journal:
