“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 range of sports bras includes 43 styles, so that everyone can find the right fit for them.”
The ad was clearly intended to attract attention and, unsurprisingly, it went viral. Adidas sparked a lot of discussion — though perhaps not as much about sports bras or this particular new collection as the company had hoped.
Women and men on Twitter both weighed in on Adidas’ marketing ploy — with decidedly mixed reactions.
Some Twitter users, mostly female consumers, said they would have preferred the bras over the boobs. 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 DailyExpertNews Business, Adidas said, “A sports bra is the single most important piece of clothing for people with breasts.”
“The confidence and support it provides can have a significant impact on a person’s performance and ability to exercise… The gallery is designed to showcase just how diverse breasts are, with different shapes and sizes highlighting why support on size is paramount.” the statement said.
“It reminds me of a lecture on advertising where the question was asked, ‘How do you get someone’s attention?’ You show them a naked woman.'” Placek said. “While [the ad] But the problem with this strategy is that it takes away the actual product.”
The ad might have been less shocking if 43 women had actually worn the new sports bras, Placek said. “It would have made the same point.”