Tuesday, May 17, 2022
Home Lifestyle Adidas’ #SupportIsEverything campaign showing diversity in breasts gets banned

Adidas’ #SupportIsEverything campaign showing diversity in breasts gets banned


Earlier this 12 months, Adidas had launched the #SupportIsEverything campaign for ‘sports bra in all shapes and sizes’.

While utilizing the hashtag, the sports activities design firm had made the announcement in a NSFW tweet that learn, “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.”

(Photo: Twitter/Adidas)

The tweet featured a collage of 25 breasts of various sorts and sizes, and it has now been banned by the UK’s promoting watchdog.

According to an Independent report, in a ruling dated May 11, the Advertising Standards Authority (ASA) stated it had acquired 24 complaints stating that using nudity within the marketing campaign was “gratuitous, objectified women by sexualising them and reducing them to body parts”.

Per the report, Adidas defended the commercial, claiming that the intention was to “reflect and celebrate different shapes and sizes, illustrate diversity and demonstrate why tailored support bras were important”. It additionally stated that because the photograph had been cropped, the fashions’ identities had been hidden, and that every one of them had volunteered to participate within the marketing campaign.

“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. 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,” the ASA stated in its ruling, as talked about within the report.

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