Adidas' new body positive sports bra ad campaign comes under fire for 'shock' value

Adidas has divided the internet with their latest advertising campaign, which features the breasts of 25 faceless women promoting their new line of sports bras.

The sportswear giant shared the image on its official Twitter page in the early hours of this morning with the message: "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."

In the hours since the image was shared, social media has been abuzz with both support for Adidas' body positive ad and criticism.

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"[Adidas] what the hell?! Leave something to the imagination," one user wrote.

"There are kids on Twitter."

Another user questioned the motive of the ad and claimed it had a lack of diversity, despite the different breast shapes on display.

"I'm all for boobies and positivity but like…what are they selling?" the user wrote.

"Shouldn't it at least show how their 'body-positive' bras support all different kinds of boobies?

"Or is this just another shock ad designed only to generate revenue by using women's bodies? Exhausting."

Another user agreed with this statement, writing: "Wow - thanks Adidas- now tell us which bra fits which type and I'm sold! Great advert! Time for businesses to step up and understand women's issues w/clothing- now give us decent POCKETS for things other than our breasts too!"

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One user wrote: "Maybe show the bras actually supporting the t*ts?" This isn't page 3 hun."

Playboy's official Twitter account commented its support for the ad, retweeting the image with the message: "This is the breast ever!"

That move generated a fresh wave of criticism, with one user writing, "Why are porn posting on this?"

Some criticised Adidas with questions as to if they would do the same thing with "male genitalia."

"Will you show us penises too (circumcised and uncircumcised) of different shapes and sizes for the pant/boxer set?" one user wrote.

Another user responded: "Breast are not genitals and shouldn't be sexualised and those pics from Adidas are not sexualised in anyway."

Others, meanwhile, lauded the ad for its body positive message.

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"My wife is one of the women who volunteered to be photographed for this new Adidas campaign," one user wrote.

"At first I was very uncomfortable with it but my wife & her sisters sat me down & taught me the importance of body positivity & female autonomy. I now understand & support Adidas."

Another user said that the ad "excites her so much."

"Both from a body positivity perspective and from a fact it's sooooo difficult to find a proper fitting sports bra!" she wrote.