The sportswear brand is using 25 pairs of breasts to market its new range of bras. It’s a shameless attention grab and I’m all in favour, writes the Guardian columnist Arwa Mahdawi
. Selling cars? Boobs. Selling home insurance? More boobs. You get the idea; you would have to be a boob not to.for its expanded range of sports bras takes things to the extreme. Instead of just showing a bit of cleavage, the advert features 25 pairs of bare breasts. Some are scarred; some are small; some are saggy; all of them are unapologetically uncovered.
I don’t know how the bra sales are going, but the “get people talking” strategy is working. Some people have been celebrating Adidas’s advert for desexualising breasts; others have called it exploitative. “They are now trying to sell us objectification as if it’s liberation,” anof sociology at the University of California at Irvine told the Washington Post.
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.