Adidas Slammed For Racy Ad That Bares It All To Sell Sports Bra: ‘This Is Distasteful’

Adidas introduced a new sports bra line on social media this week that was intended to promote women’s inclusivity, but instead, it resulted in backlash for the brand.

The ad, which debuted on Twitter on Wednesday, didn’t show a sports bra but instead displayed 25 pairs of bare breasts.

The (NSFW) post from Adidas read, “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.”

It was accompanied by the hashtag "#SupportIsEverything" and a link to view the new sports bras.

As of Friday morning, the attention-grabbing Twitter post has garnered over 27,000 likes and has over 9,500 comments.

But much of the discussion about the ad leans toward outrage at the athletic company’s marketing campaign as several users slammed the retailer for posting a nude picture on the social media platform.

One user said, “This is distasteful and off putting,” while another user said, “This is unprofessional.”

Another former customer, noting how many young teens are on Twitter and would see it, wrote, “I will never buy another product after this.”

One person said the content needed to be “blocked out and have a sensitivity image warning.”

Another user suggested that Adidas actually show the product they are advertising – sports bras – adding that “nudity is not needed.”

And yet another user said, “This ad is appalling & frankly insulting. Adidas, not sure who you’re targeting but this woman will never buy another Adidas product!”

Amid the harsh critiques, Adidas did have numerous supporters on the post who applauded the company for its representation of women of all sizes and diversities.

In one post on Twitter, a user said, “Great promotion of body positivity!!!”

Another user said, “Yeessss! This ad is everything! I love the representation and I love that the breasts are not being sexualized.”

And another supporter of the post said, “Supporting the diversity of shapes and sizes is great for women, for self-belief, empowerment, and acceptance: 'my normal is your normal.' Bravo Adidas.”

In a statement to CNN about the Twitter ad, Adidas said, “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.”