Adidas will soon launch a new line of sports bras, but one of their ads doesn’t show the bra. Instead, Adidas tweeted a grid of photos of 25 pairs of bare breasts, in all their natural and diverse glory.
The sportswear company pinned the ad to its Twitter page last Wednesday, under a link that connects to the bra collection for those who make it this far. The ad’s slogan: #SupportisEverything (#ApoioÉTudo, in free translation).
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
“We believe that women’s breasts of all shapes and sizes deserve support and comfort,” says Adidas in the campaign. “That’s why our new sports bras lineup contains 43 styles, so everyone can find the right fit.”
The ad was obviously for attention, and unsurprisingly, it went viral. Adidas has generated a lot of discussion – though perhaps not as much about sports bras or this specific new collection as the company might have hoped.
Women and men on Twitter weighed in on Adidas’ marketing ploy – with decidedly mixed reactions.
Some Twitter users, mostly female consumers, said they would rather see bras than breasts. Others said the ad was inappropriate, or that it caught them off guard and confused them. And some users said it was bold and applauded Adidas for it.
In a statement to CNN Business, Adidas said: “A sports bra is the most important piece of workout clothing for anyone with breasts.”
“The trust and support he offers can have a significant impact on someone’s performance and ability to sustain the sport. The gallery is designed to showcase how diverse breasts are, featuring different shapes and sizes that highlight why personalized support is critical,” the statement said.
Marketing and branding expert David Placek, whose clients include Apple, Coca-Cola and Procter & Gamble, said the Adidas ad is an example of sensational advertising.
“It reminds me of an advertising lecture during which a question was asked, ‘How do you get someone’s attention?’ You show them a naked woman,” Placek said. “While the ad goes overboard, the problem with this strategy is that it strays from the actual product.”
The ad might have been less shocking if it showed 43 women actually wearing the new sports bras, Placek said. “Would have made the same point.”
Source: CNN Brasil
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