Adidas is pushing the envelope when it comes to celebrating female bodies and looks to have triggered society in the process.
The popular sporting goods brand unveiled its new sports bra by taking to social media and sharing a grid of 25 sets of women’s bare breasts.
The image was accompanied by a short caption by the company: “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.”
Unsurprisingly, the image has tongues wagging for all the right reasons. However, the comments section has been a bit of a mixed bag as many users indicated their disdain, describing the images as “explicit” and “insulting” with a few threats of not shopping at Adidas thrown in for good measure.
“This is distasteful and off putting,” one user wrote.
While the ad has certainly triggered a lot of people, many are applauding the company’s move to push boundaries and promote body positivity.
“Keep pushing boundaries, and showing people that breasts are breasts, they aren’t a sexual object just because men say so! They’re for feeding babies, not making them!” one user said.
No matter the shape or size, everybody should be celebrated, but one social media user made a very good point – does this mean that the next time the company promotes their new jockstrap they’ll be including a few inclusive images of the male anatomy too?
View the controversial tweet here.