In a campaign to promote its expansive range of sports bras, adidas has shared a photo collage that features 25 pairs of bare breasts of all shapes and sizes. As the body image conversation evolves, are people turning to brands that embody redefined ideals of inclusion?
To convey to shoppers that the activewear brand has a bra style for every breast, no matter the shape and size, the adidas campaign features 25 pairs of bare breasts that have been completely decentred from the male gaze. For some, it’s a celebration of regular bodies and they appreciate seeing themselves reflected in this new and enlightening way. For others, it’s all about the bare breasts and the uproar that comes with.
For brands, this is an important reminder that you can’t make everyone happy all of the time. But for those who the image resonates with, that feel represented for the first time in what may be a long time, this is a risk worth taking to foster a deeper connection with a specific consumer demographic in mind.
People want to see true-to-life adverts that feature bodies and experiences like theirs, which is why media diversity is so important – whether that’s Maltesers’ honest ads about motherhood or boosting representation for marginalised groups in the UK and tackling colourism in the US.
