Adidas has got people talking with their new sports bra campaign, involving a photo collage of 25 pairs of bare breasts posted all over the internet.
The sportswear giant shared the image to advertise their expansive sports bra range in 43 different styles, catering for all shapes and sizes.
Sharing the image to social media, Adidas wrote: "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."
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They concluded the post with the hashtag: "#SupportIsEverything".
It's understood that, not only is the collage being shared by Adidas across the internet, but it's available for all to see on billboards.
When it first dropped on social media, the campaign caused quite a stir, but the majority were thrilled to see a strong image of body positivity being shared by the international brand.
One man who spotted the poster tweeted: "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."
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Another woman wrote: ""Wow I actually love this—finally, someone uses body positivity to promote acceptance for something women have no control over & cant naturally change — breast shape!! If more people did this, fewer girls would worry their breasts are “bad” from only seeing “perfect” ones in porn."
A third added: "Well that was certainly an interesting and bold ad by adidas."
Even Playboy reacted to the post, tweeting: "This is the breast ever!"
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Some people, however, were not so thrilled with the new campaign, and complained that the poster was inappropriate.
One upset viewer tweeted: "Maybe show the bras actually supporting the tits? This isn’t page 3 hun."
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Defending their decision, Adidas replied: "We want to celebrate bodies in all their glory and proudly showcase how different we all are."
They later added: "Breasts are a natural part of the anatomy. It’s time to remove the stigma to allow future generations to flourish."
Go Adidas!
Ali Condon