Adidas shocked the internet by posting a picture of 25 people’s faceless bare breasts on Twitter to promote the company’s new sports bra line.
The company believes “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 said in the tweet on Wednesday.
As the tweet went viral, some users applauded the move, while others did not agree with the exposure of breasts on social media.
“As a father of two daughters that played sports this is way overdue. Thank you. A lot of girls give up sports because they can’t find the right fit to stay comfortable,” one user shared.
“@adidas u guys can market ur new sports bras or products without the nudity, this isn’t how body positivity is promoted. For crying out loud Twitter is a public platform that’s also accessible to a lot of underaged kids, a tweet like this can corrupt someone. Do better,” another tweeted.
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The company tweeted that the volunteers for the picture “were amazing and brave” and the company followed all social media policies. They were able to post the uncensored picture on Twitter, their website and on a billboard.
When the mixed reviews continued to pour in, Adidas tweeted, “We want to celebrate bodies in all their glory and proudly showcase how different we all are.
“It’s important to normalize the human body and help inspire future generations to feel confident and unashamed,” they added.
Body positivity has hit the mainstream with companies like Victoria’s Secret undergoing a rebrand to become more inclusive. The lingerie retailer decided to rid the Angels and add athletes, actors and activists to be the brand’s spokespeople, including LGBTQ model Valentina Sampaio.
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Contributing: Elise Brisco
Follow reporter Asha Gilbert @Coastalasha. Email: firstname.lastname@example.org.