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10th Feb 2022

Adidas attempts to “normalise breasts in all shapes and sizes” in new ad


Adidas has just released a new ad that is promoting a more inclusive and wide range of breast sizes.

Attempting to promote the message that breasts come “in all shapes and sizes”, the new collection has a wide variety of different types of sports bras.

Taking to Twitter, they shared a photo of 25 different pairs of bare breasts as a way to show how every body is different.

“We believe women’s breasts in all shapes and sizes deserve support and comfort,” Adidas captioned the post. “Which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them.”

Giving a link to the new collection, they also added the hashtag #SupportIsEverything.

Customers on Twitter were very welcoming of the new, with one person on Twitter saying: “This is major. Well done Adidas!”

Another said: “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.”

While there was a little bit of uproar over the ad, Adidas has since defended their ad, tweeting: “It’s important to normalize the human body and help inspire future generations to feel confident and unashamed.

“It’s perfectly natural to have breasts. We are happy to celebrate that and won’t be taking this down so we can keep doing so.

“We want future generations to feel body-confident, which is why this gallery is so important to share.”

Adidas isn’t the first major brand to bring in more inclusivity like this, lingerie brand Victoria’s Secret has gone through a huge rebranding and launched the VS Collective and are pushing for more diverse bodies, ethnicities and genders.