Warning: This article contains images of nudity that may offend some readers.
On February 9, the German company Adidas published a photo montage featuring 25 pairs of bare breasts on its various platforms, where nipples can be seen. Almost two weeks later, the post continues to be the talk of social media.
The aim of the campaign is to promote the brand’s new line of sports bras with three stripes. Wanting to highlight different models (43) and sizes (72, 2XS to 4X), adidas took dozens of photos of different types of bare breasts: curved, enlarged, small, medium, large, enlarged breasts, sticky, “stretch marks”, Pointed, round … to show that the new models are suitable for all women, we also look at everything related to skin color and aerola size.
There are posts with the hashtag # Supports everyone, It refers not only to the support this lingerie provides, but also to the feminist cause and support for the “Free the Nipple” (“Liberal le Teton”) campaign, which aims to legally and culturally legalize the notion of the female breast. Publicly, just like a man.
The ad clearly did not go under the radar, which garnered both praise and criticism.
Quickly, comments came under various publications. Despite the policies of various social networks regarding nudity, many women praised the company for taking a stand and taking this idea. In addition, nipples are obscure on Instagram, but Twitter has added a warning alert about sensitive content to Internet users.
Some women commented that this photo helped them to design their breasts better. One user also wrote in a tweet: “If I had seen the adidas Boob ad when I was a teenager, I would have thought my body was normal and I’m probably fallen in love with running a decade ago.”
If I had seen that adidas boob ad when I was a teenager, I would have thought my body was normal and probably fell in love with running a decade ago. (I guess I would even own the internet and ruin my life in many other ways.)
– Secretly Steffi (Secretly Steffi) February 15, 2022
Although many women, including the newspaper columnist, share this view Guardian Arwa Mahadavi, Not everyone is in favor of spreading bare breasts on the web.
There are those who only accuse the company of promoting opportunism and making money by creating controversy. Since it is a company with capitalist objectives, this hypothesis can prove its effectiveness in many cases.
Other internet users are outraged at the prevalence of nudity, which simply indicates that there is no place for it on social networks.
American Christian Pastor This is what Brian Saw wrote on TwitterThe day before launching the adidas campaign: “Dear ladies, there is no reason to publish photos of you wearing low-cut shirts, bikinis, bras and other underwear. Not to show off your weight loss journey. Not to show off your newborn baby. Not to document your birth history. . [Signé] Your brothers. ⁇
The next day adidas took to this tweet to respond: “Dear Brian, All bodies should celebrate and support without shame or exception. #Support for all. “Despite this response generating thousands of likes and shares, some are wondering if Adidas will launch its campaign on this date and seize the opportunity to create another controversy. The company has not followed up on this rumor.
Sexuality of the female breast
Several netizens, including the pastor, are condemning the post. One of them aired an ad, specifically a 64-breasted figure that could be seen on the company’s website, displaying on the streets of London claiming to be pornographic.
This reflection is closely linked to the discussion of breast augmentation at the heart of the “Free the Nipple” movement. Topless photos indicate that they are pornographic and therefore gross expressions of sexuality.
This debate has been going on for a few years. He is coming to the fore again, especially when it comes to breastfeeding women in public.