This Adidas campaign shows bare boobs in all shapes and sizes, and it’s so empowering to see

Sometimes brands make a bit of a booby when it comes to creating ads, and sometimes, as in the case of Adidas and their latest campaign, the booby makes the ad. 

Yesterday (9th February), the sportswear brand released a new advert for their new sports bra collection. Taking to Twitter, they shared a mosaic of 25 different pairs of bare breasts, of all shapes, sizes and skin tones, as part of their messaging around how the human body should be normalised in all its many variations. 

“We believe women’s breasts in all shapes and sizes deserve support and comfort,” the post read. “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 also linked out to the new collection, alongside the hashtag #SupportIsEverything and the campaign almost immediately went viral. . The photo — a censored version of which was also posted on Instagram — has drummed up a big reaction across social media. At the time of writing, the Twitter post has almost 30,000 likes and 10,000 quote tweets. And for the most part, people are celebrating the empowering message. 

One Twitter user wrote: “This is major. Well done Adidas!”, while another added, “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.”