Adidas Tweeted 25 Pairs of Bare Breasts to Launch Its More Inclusive Sports Bra Line
Adidas just launched a more inclusive sports bra line designed by an all-woman team. And as part of the campaign, the brand tweeted 25 different pairs of breasts in a variety of shapes and sizes instead of sharing photos of the newly engineered sports bras.
“We believe women’s breasts in all shapes and sizes deserve support and comfort,” Adidas said in the tweet posted from its official Twitter account. “Which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them.”
You can see the tweet below:
“Over 90% of women are wearing the wrong size sports bra and aren’t getting the support they need,” Adidas said on its website. “Designed for every fit and move, our inclusive new sports bra collection changes the game—cocreated with real women and tested by athletes in studio sports, training, and running. So, no matter your size or sport, we have you covered. Support is everything. If you are not completely satisfied with your bra, for any reason, we’ll offer you a free return or exchange within 30 days of purchase.”
The line is intended to better reflect people’s different shapes, styles, and preferences. (I, for one, stan racerbacks.) The collection consists of 43 new styles and is available in a more inclusive size range than the past to help more women find support for a variety of activities, from lounging to running and high-impact exercise.
“There is a sizable data gap when it comes to sports bra development, so we worked with experts in breast health [at] University of Portsmouth to challenge ourselves and drive forward our innovation to better meet the needs of our female athletic community,” said Amy Charlton, senior director of product at Adidas, per AdWeek. “It was a significant undertaking with an all-female team of designers, testers, and experts, and we hope this collection will help more sports bra wearers experience the benefits of added support and a better fit, and not be held back when doing the sports they love.”
The new collection will become available worldwide on February 14.