Check out our latest magazine... Read Online

Adidas’ New Advert: Why Are We So Afraid Of Boobs?

When bare breasts are shown, there tends to be uproar – and Prudence Wade wonders what the fuss is all about.

If you’ve been scrolling through social media, you might have seen something slightly unusual pop up on Adidas’ Twitter feed. Amongst the motivational posts and tweets selling trainers, the brand’s latest advert shows a grid of various different types of breasts.

“We believe women’s breasts in all shapes and sizes deserve support and comfort,” writes the caption. “Which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them.”

It’s not only on social media – Adidas has also put billboards up for the whole world to see. It’s a bold move, particularly considering how boobs still remain relatively taboo in society.

Just think – Adidas wouldn’t have been able to post the ad on its Instagram page, where female-presenting nipples are banned (but, inexplicably, male nipples seem to be OK).

And the Twitter comments show just how controversial bare breasts still are for some people. One commenter claimed an image like this “can corrupt someone”, someone else called it “unprofessional”, and another wrote: “I will never buy another product after this.”

The question is: why? It’s by no means an overtly sexual post – it’s just showing boobs as they are, and openly celebrating their differences. Women’s breasts have this strange taboo around them – when not only are the life-giving (thanks, breastfeeding), but most women will tell you how remarkably mundane they are. After all, boobs are just bits of tissue on your chest – hardly something to stir up so much fuss.

You could see it as yet another way for the patriarchal society to police women’s bodies – the message is that our breasts are something almost to be ashamed of, so we should cover them up at all times. But when men can freely go to the beach topless – what really is the difference, anyway?

We’re not saying you should take your top off next time you’re walking around a shopping centre – society isn’t quite ready for that, plus it would probably get quite chilly. We just think there should be less fuss around women’s boobs either way. One look at ancient art and sculptures will show you bare breasts were once the norm – you could say Adidas is basically just producing the modern version of that.

While Adidas has received a lot of flack for their choice of imagery, there are also plenty of voices of approval. One tweet calls it “amazing”, saying: “It’s a good reminder that those beauty standards set those days are just trash and every body is perfectly imperfect!”

Because boobs are so hidden, they’re not often celebrated in all their different shapes and sizes. Breasts aren’t all perfectly symmetrical, matching and perky – and Adidas has showcased unique, wonky and completely different boobs in a brilliant way.

Sure, some people might say it’s a strange way to advertise sports bras – with not a bra in sight – but one thing Adidas has certainly done is caught our attention, and hopefully made some people reconsider how they think about boobs. Because what really is the fuss all about?

More from Lifestyle

  • Five Amazing Disco Films to Brighten Your Day

    Whether you love a good dance floor, fabulous fashion, or simply need a feel-good escape, these disco films are sure to brighten your day. Here are five amazing disco-inspired movies that will transport you to an era of shimmering lights, soulful grooves, and the ultimate celebration of fun:

  • Five Incredible Bonfire Displays Worldwide

    The bonfire, an ancient tradition of fire and festivity, has become a canvas for celebration across cultures worldwide. Some of these fiery gatherings have evolved into massive public spectacles, where communities come together in awe of blazing art forms that range from awe-inspiring sculptures to burning effigies. Here’s a look at five of the wildest, most impressive bonfire displays that captivate audiences around the globe:

  • Five Unique Sauces From Around The World

    Sauces have a way of capturing the heart of a culture’s cuisine. The right combination of spices, herbs, and textures can bring out the richness of any dish. Here are five lesser-known but incredible sauces from around the world, each with its unique history and flavour profile.

  • Five Incredible Places Perfect To Visit In November

    November is a wonderful month for travel, with cooler temperatures, unique festivals, and some of nature’s most beautiful displays. Whether you're seeking cultural events, quiet escapes, or natural wonders, here are five destinations that are perfect for a November getaway:

  • Five Random Islands You Can Visit

    When most people think of island getaways, famous destinations like Hawaii, the Maldives, or the Greek Islands come to mind. But beyond the usual tropical hotspots, there are countless lesser-known islands waiting to be discovered. These hidden gems offer unique landscapes, fascinating cultures, and unforgettable experiences, all with a fraction of the tourist crowds. Whether you're looking for serenity, adventure, or something completely out of the ordinary, here are five random islands you can visit that promise an escape unlike any other:

Get Social