Did the Adidas Breasts ad make you take a second look? 5 shocking ads

Adidas’s bold new advertisement for its latest collection of sports bra is making netizens take a second look at their phone screens. Adidas went all ‘free the nipple’ and took to Twitter to post a grid of 25 types of bare and very real breasts in different shapes and sizes, with the caption: “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.”

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.? Explore the new adidas sports bra collection at https://t.co/fJZUEjvopQ#SupportIsEverything pic.twitter.com/CESqmsXOwI

— adidas (@adidas) February 9, 2022

This taboo-shredding graphic imagery is meant to illustrate body inclusivity and positivity.

But what was the response?

The response was mixed.

Some came out to pat Adidas on the back for supporting women, not objectifying women’s breasts and sparking a debate about the real problem of finding a comfortable bra that fits, especially for sports activity.

Nothing @adidas have done in the past two years is bigger than this. To all the people involved in doing this, we all salute you! @adidasWomen @HyperCait ? ? pic.twitter.com/6nzWBZQR3x

— benmayorwhite.eth ᵍᵐ (@benmayorwhite) February 9, 2022

I held off looking at the Adidas boobs ad because I feared it could be an occasion of sin. I am happy (?) to report that it is not.

— Michael Knowles (@michaeljknowles) February 9, 2022

Of course, there were others, predominantly men, who were ‘disgusted’ at seeing how real breasts look like and disappointed they weren’t all perky porn ‘objects’. Some said they muted Adidas after the tweet, others called it soft porn.  

Yeah, I blocked adidas.

— Matt (@LibertyMatt88) February 9, 2022

I muted Adidas because I don’t need to see any rando breasts, much less curated nasty ones that a shoe company waves around for some kind of weird lib street cred.

— Kurt Schlichter (@KurtSchlichter) February 9, 2022

Adidas also responded to some patronising tweets with the breast grid.

Dear Brian,All bodies should be celebrated and supported, without shame or exception. - adidas#SupportIsEverything pic.twitter.com/KVDeRaqm4p

— adidas UK (@adidasUK) February 9, 2022

We want to celebrate bodies in all their glory and proudly showcase how different we all are ?

— adidas (@adidas) February 9, 2022

Then there were those making the legendary memes, which can only be described when you look at them.

DONT LOOK AT ADIDAS’ PINNED TWEET pic.twitter.com/8miIw9bpbL

— Pignite (@Pignite772) February 9, 2022

Just in case Adidas decides to delete their boob tweet, I went ahead and grabbed a screenshot pic.twitter.com/XExcrIFaKs

— Kevin Dalton (@NextLAMayor) February 9, 2022

The Adidas social media manager rn pic.twitter.com/xxfJb8nUhP

— Dr. Parik Patel, BA, CFA, ACCA Esq. (drpatel.eth) (@ParikPatelCFA) February 9, 2022

However, some netizens also questioned that by posting a picture of nude breasts, Adidas didn’t really address the main topic of comfortable sports bra or how the sports bra would fit each type of chest. One Twitter user pointed out Adidas’s lack of range in the sports bra shopping section.

Love the variety in different boobs ?? pic.twitter.com/LfOLmcLpse

— Abby (@abigaail17) February 9, 2022

Following the nude chest advertisement, some netizens were either worried or waiting for an ad showing penises in the same form as part of body inclusivity for their male products.

Adidas is proud to announce our new line of underwear for men. We believe men come in all different shapes and sizes, so we have developed…no give me back my phone…you said I could do the ad why… pic.twitter.com/dVXxMPYOOP

— Aelfred The Great (@aelfred_D) February 9, 2022

bold statement from adidas today pic.twitter.com/MQtfgNf6hn

— Rajat Suresh (@rajat_suresh) February 9, 2022

Adidas’s brand of ‘shockvertising’ is not a new concept and several other brands have resorted to the method to drive home their messages – sometimes successfully, sometimes unsuccessfully.

Here are 5 graphic and shocking advertisements:

1. TALKING ON THE PHONE AND DRIVING

This Public Service Advertisement about driving and talking on the phone in India is graphic enough to drive home the consequences of the act.

2. CENSORSHIP TELLS THE WRONG STORY

Reporters Without Borders put out a suggestive advertisement with the tagline, “Censorship tells the wrong story.” Whether it worked or not is a different story.

3. BOLD IS BEAUTIFUL

Myntra’s bold ad campaign for in-house brand Anouk made some head turns. The advertisements showed a lesbian couple, a single mother and more.

4. TANISHQ REMARRIAGE

Tanishq broke stereotypes by celebrating second marriage, also showing a woman as the protagonist.

5. MARTYR, WHAT IF?

Corporate Chattisgarh’s bold, sensitive and graphic PSA on communal violence asked ‘What if?’ to religious extremists.