It is 2022 and “Free The Nipple” is so seven years ago.
2022 is all about “Free The Boob,” at least that’s what Adidas is saying.
The athletic wear company just launched their new campaign for women’s sports bras.
Adidas Frees The Boob In New Sports Bra Ad Campaign
This week, Adidas shared a photo of 25 people’s bare breasts on Twitter. Mind you their faces were not shown in the ad.
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
Their tagline for the new campaign is #SupportIsEverything.
On February 9, the sporting company issued the following tweet, “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 tweet then encouraged people to “explore” the new sports bra collection.
Playboy’s official Twitter account commented, “This is the breast ever.”
“We did it. Against all odds. Impossible IS nothing. F**k yes, adidas. Proud. 🔥 #supportiseverytihng.”
Many others on the social platform expressed mixed feelings about the ad.
Bare Chested Adidas Ad Disturbs Some
“I did not see my exact boobs represented in the Adidas ad and I feel that this is exclusionary and inequitable,” one wrote.
Another poked fun at the ad writing, “The Adidas ad was a failed attempt to perk up sagging sales.”
Some questioned why no bras were used in the making of the ad.
“Maybe show the bras actually supporting the tits? This isn’t page 3 hun,” an annoyed user commented.
While others felt the ad was “soft porn.”
Twitter Users Accused Adidas Of Posting “Soft Porn”
“I get that…but this is borderline soft porn smh…pics IN the bras maybe,” and “What about my 12 years old brother looking at adidas store last week what if he loads up and see this that ain’t right that literally a soft porn and the website is not advertised for 18+.”
Of course, there were some distasteful, crude comments like, “As much as I dig women… I really hope no tampon company runs with a similar idea,” and “Not looking forward to Adidas father’s day ad.”
Another asked, “Would you do this with men’s genitals? Is this ad directed towards men? Women already know what shapes, sizes, colors breasts come in.”
Adidas told CNN Business, “A sports bra is the single most important piece of workout apparel for those with breasts. The confidence and support it gives can have a significant impact on someone’s performance and ability to stick with sport… The gallery was designed to show just how diverse breasts are, featuring different shapes and sizes that highlight why tailored support is paramount.”
Despite their best efforts to promote body positivity, Adidas still had to address backlash.
Adidas tweeted, “We want to celebrate bodies in all their glory and proudly showcase how different we all are. Breasts are a natural part of the anatomy. It’s time to remove the stigma to allow future generations to flourish. It’s important to normalize the human body and help inspire future generations to feel confident and unashamed.”