A new Adidas bra ad is making a push for inclusivity, but dividing the internet

'We believe women’s breasts in all shapes and sizes deserve support and comfort,' the Adidas bra ad states

sports bra woman in sports bra and activewear against blue sky
(Image credit: Klaus Vedfelt/Getty Images)

A new Adidas bra ad is causing a buzz. 

The activewear brand believes comfort must factor into the perfect workout schedule, which is why it's making a push for inclusivity and acceptance of all body types with its new sports bra collection (opens in new tab)

But it's safe to say that the ad, which dropped recently, has whipped up an internet frenzy, dividing the audience into those that are for it and those that are strongly against it. Here's everything you need to know about the latest Adidas bra ad. 



Adidas bra ad

In order to normalize all sizes, the company tweeted a photo grid of 25 different breasts of all types. 

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

How to measure bra size is trickier than it seems, so it's certainly essential that all women feel supported—literally and figuratively—when attempting to find what works well for them. 

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Mixed reactions to the Adidas bra ad

While some feel as though this is the perfect way to celebrate women as they are and rid themselves of societal expectations, others feel as though the uncensored image went too far.  

"Adidas, While breasts are not inherently sexual and what you are doing is great to assist the customers, please note that as a customer myself I beg you not to post images such as this on a social media platform where young adults under 18 can see this. It's unprofessional," one Twitter user wrote. 

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Other Twitter users are in support of the sentiment but believe the brand's offerings did not live up to its ideals. 

"You say that but then this is the first page. Where are all the shapes and sizes and cup diversity," one user commented alongside an image of the Adidas website.

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Upon the influx of tweets and different opinions, the brand further stated, "ALL bodies should be celebrated, loved and supported. No exception."

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This is not the activewear company's first attempt at changing the narrative: the Adidas period-proof leggings, as well as Adidas' sustainable collection with Karlie Kloss, prove it is interested in going beyond expectations. 

But did the recent bra ad hit or miss the mark?

Danielle is a writer for woman&home and My Imperfect Life, covering all-things news, lifestyle and entertainment. 


The heart of her time at Future has been devoted to My Imperfect Life, where she's been attuned to the cosmos and honed in on astrology coverage within the Life vertical. She's partial to writing pieces about the next big TV obsession—anyone else impatiently waiting for "Conversations with Friends"—and keeping you up to date on new trends like the latest must-have from Zara. 


Before her time at Future, Danielle was the editor of Time Out New York Kids and a news editor at Elite Daily. Her work has also appeared in Domino, Chowhound, amNewYork and Newsday, among other outlets. 


When Danielle is not working, you can usually find her reading a new book, coffee at hand, or attempting a new recipe. (Recommendations always welcome!)