Sportswear giant Adidas has divided public opinion with an ad campaign for a new line of female sports bras - which features 25 faceless women's breasts.
The company shared the eye-popping ad on its official Twitter page, on Wednesday afternoon, with a grid of 25 women’s torsos accompanied by the message: “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.”
The ad invites customers to explore the new bra collection online and used the hashtag #SupportIsEverything.
The ad has generated a substantial amount of buzz on social media, from both those in support of the “body positive” advertising and from those questioning the motive.
“@adidas what the hell?! Leave something to the imagination,” one critic wrote.
“There are kids on Twitter.”
Another person criticised the company for showing a lack of diversity in the image.
“I’m all for boobies and positivity but like…what are they selling?” they wrote.
“Shouldn’t it at least show how their “body-positive” bras support all different kinds of boobies?
"Or is this just another shock ad designed only to generate revenue by using women’s bodies? Exhausting.”
Another cheekily commented: “Maybe show the bras actually supporting the tits?” This isn’t page 3 hun.”
In another twist, the official Playboy Twitter account commented its support, tweeting: “This is the breast ever!”
However, others commended the bold advertisement, lauding the image as being a great piece of body positive content.
“My wife is one of the women who volunteered to be photographed for this new Adidas campaign,” one person wrote.
“At first I was very uncomfortable with it but my wife & her sisters sat me down & taught me the importance of body positivity & female autonomy. I now understand & support Adidas.”
Another Twitter user weighed in with some more positivity, saying the advertisement “excites [her] so much”.
“Both from a body positivity perspective and from a fact it’s sooooo difficult to find a proper fitting sports bra!” she wrote.
The Mirror has approached Adidas for comment.
Shares of Adidas were up by around 2% near the close of trading on Wall Street on Wednesday local time, the NY Post reported.
