Adidas saw its advert banned by the UK Advertising Standards Authority over a photo grid of bare breasts. In February, the sporting goods brand released an ad promoting its sports bras that included a grid of images of several women’s bare boobs. Adidas’s efforts to accommodate people of different body types were highlighted by the photographs, which were used in two posters and a tweet. Several people clearly didn’t appreciate the advert because The Advertising Standards Authority (ASA) received 24 complaints.

According to the Advertising Standards Authority, some of the complaints were from people who believed that the use of nudity was gratuitous and objectified women by sexualising them, therefore reducing them to mere body parts. Some questioned if the adverts were appropriate to be posted where kids could view them. All complaints were upheld, and the authority ruled that the adverts must not reappear with more bare breasts. The ASA said it “acknowledged that the intention of the ads was to show that women’s breasts differed in shape and size, which was relevant to the sports bras being advertised.”


The Advertising Standards Authority authority said it did not think that the way the women were portrayed was sexually explicit or objectified them. However, this ASA said it “considered that the depiction of naked breasts was likely to be seen as explicit nudity. They continued:

“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. As the ads contained explicit nudity, we considered that they required careful targeting to avoid causing offence to those who viewed them.”

However, Adidas did not agree with the decision and the brand stood by the campaign. The sports brand insisted that the ads were created to show the diversity of different breast sizes and shapes. Adidas uploaded the ad to its Twitter page along with the slogan #SupportIsEverything. The Tweet said:

“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.”


The ad received mixed reviews but many women said they would have preferred to see just the bras and found the use of bare breasts inappropriate, or that it caught them off-guard. However, there were plenty of people praising Adidas and applauded the company for being bold and out there. We personally love a good set of tits here at Babestation. We love them in all shapes and sizes from small teen tits to pornstar big tits and appreciate women’s bodies in all forms. Why not show your appreciation to the cam girls and live babeshow models by joining them for a private pervcam show or a naughty adult phone chat.

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