"Boobs up!"
seems to want to sing Adidas' latest ad that deploys dozens of bare chests to promote its latest big launch.
Pinned on the German equipment manufacturer's Twitter page, it refers to the (vast) collection of bras that it is about to launch this Monday, February 14.
Collection which includes 43 different models of bra and intends to fulfill a promise: to adapt to all morphologies.
“We believe that women's breasts, regardless of shape and size, deserve support and comfort.
That's why our new line of sports bras includes 43 styles, so everyone can find the right fit,” the brand wrote in the tweet that accompanies the said snap.
Sensationalism
Unsurprisingly, the campaign went viral.
And took, in its wake, many hostile comments.
Adidas is accused of leading a sensationalist marketing policy, with some taking offense at not seeing a single bra model promoted.
Others, still, believe that the advertising is inappropriate for children who follow the brand on the networks.
To which Adidas replied: "It is important to normalize the human body and help future generations feel confident, and above all without shame."
If the chain reactions are numerous, the sports brand has seized this fiery context to reaffirm its inclusive positioning.
“We want to celebrate bodies in all their glory and proudly show how different we all are,” she posted in the comments on Twitter.
Plural breasts, therefore, harmless, which nevertheless seem to be part of another battle: resistance to the policy of banning topless raging on Instagram.
The brand released a version of the campaign specific to the social network, with blurry nipples.
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