The Adidas advertising campaign with bare breasts on large-scale posters to launch the brand’s new sports bra collection has led to lively discussions on social networks. Now Adidas-UK complemented the #SupportIsEverything campaign with another extraordinary measure.
In London, the brand placed eight red, blue and green statues of female athletes in a prominent location next to the city hall on the South Bank. “We’re pushing for greater representation of women, with a series of statues immortalizing eight incredible women across sport and culture,” the brand wrote in a tweet. The statues are 3D printed and made from ocean waste.
The statues include Dutch record goalscorer and Arsenal London striker Vivianne Miedema and football executive, commentator and former professional player Eniola Aluko. Aluko also wrote the autobiography “They don’t teach this” - Lessons in the game of life.”
At the start of the campaign, Adidas cited studies showing that there are more statues of men (21 percent) and animals (8 percent) than women (4 percent) in London.
Adidas tweet with bare breasts is a huge success
Meanwhile, the Adidas tweet with a picture of 25 naked breasts and the copy, “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,” continues to go viral. By far the most successful tweet by the @Adidas account in a year, it has received over 15,600 retweets in the past 12 days alone and has also been shared on other networks.
Sales figures for the new sports bra collection in 72 sizes are not yet known.
