Adidas Highlights 'Women’s Breasts in All Shapes and Sizes' With Bare Breasts Photo for New Sports Bra Range

Adidas Women is introducing an extensive new sports bra range highlighting diversity in breast shapes, and it did so with a topless photo collage.

A woman is walking in front of the closed entrance of a department store of the sporting goods manufacturer adidas in downtown Hamburg
Getty

Image via Getty/picture alliance

A woman is walking in front of the closed entrance of a department store of the sporting goods manufacturer adidas in downtown Hamburg

Adidas Women is introducing an extensive new sports bra range highlighting diversity in breast shapes, and it did so with a topless photo collage.

"We believe women’s breasts in all shapes and sizes deserve support and comfort," reads the pinned tweet, which includes a photo collage of 25 people’s chests; faces are not shown. "Which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them."

The Instagram post announcing the collection, unlike the Twitter iteration, is censored due to IG’s controversial guidelines regarding women’s nipples.

The marketing, which showcases body diversity, comes as the company unveils a sports bra collection including 43 styles in 73 sizes, per Women’s Wear Daily. Responses to the campaign have ranged from praise to more childish replies and some offended takes. Others also suggested the bras should be the focus of the marketing rather than nude torsos.

One Twitter user, for example, wrote, “Maybe show the bras actually supporting the tits? This isn’t page 3 hun.”

In a reply, the Adidas account wrote, “We want to celebrate bodies in all their glory and proudly showcase how different we all are.” Another user suggested that the image is “borderline soft porn.”

“Breasts are a natural part of the anatomy,” wrote the account. “It’s time to remove the stigma to allow future generations to flourish.”

The goal of the latest collection, which was developed alongside the University of Portsmouth, is to accommodate every shape and size of woman athlete. According to research from the university and Adidas, 90 percent of women are thought to be wearing the incorrect size of sports bra. They added that when breasts aren’t supported properly when running, they go through a comparable amount of G force to that of an F1 driver.

"There is a sizable data gap when it comes to sports bra development, so we worked with experts in breast health, University of Portsmouth, to challenge ourselves and drive forward our innovation to better meet the needs of our female athletic community," said Amy Charlton, Adidas' senior director of product. “It was a significant undertaking with an all-female team of designers, testers and experts, and we hope this collection will help more sports bra wearers experience the benefits of added support and a better fit, and not be held back when doing the sports they love.”

Check out the new collection here.

Latest in Style