The Adidas ‘Sports Bra Ad’ … Yes, That One … Is Being Banned For Content

An Adidas ad campaign has been banned from the UK for showing images of women’s bare breasts.

Just too, um, titillating, you might say. For some folks in the UK.

The sports bra ad features the bare flesh of dozens of women in various skin colors and sizes to promote the wide range of sizes offered for the new line, according to the BBC.

“We believe women’s breasts in all shapes and sizes deserve support and comfort,” Adidas said in a tweet showcasing the ad campaign. “Which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them.”



The UK’s Advertising Standards Authority (ASA), said the ad received 24 complaints saying that it was “explicit” and “distasteful.”

“Although we did not consider that the way the women were portrayed was sexually explicit or objectified them, we considered that the depiction of naked breasts was likely to be seen as explicit nudity,” the ASA said on their website. “We noted the breasts were the main focus in the ads, and there was less emphasis on the bras themselves, which were only referred to in the accompanying text.”

Adidas UK issued a statement saying they meant no harm. They were merely trying to “reflect and celebrate different shapes and sizes, illustrate diversity and demonstrate why tailored support bras were important.”

Plenty of buzz on social media on this story and the ad campaign.

“I’m all for boobies and positivity but like … what are they selling?” one Twitter user asked.

Another Twitter user wondered: “Will you show us penises too (circumcised and uncircumcised) of different shapes and sizes for the pant/boxer set?”

A supporter of the ad tweeted: “As a father of two daughters that played sports this is way overdue. Thank you. A lot of girls give up sports because they can’t find the right fit to stay comfortable.”

New York City sports radio host Craig Carton joked: “hmmm – i’ve been a nike guy my whole life but now i may reconsider.”

Whether you approve of the ad campaign or not, Adidas wins here. Simply because people are talking about it, and nobody will forget it.

What do you think?

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