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The Adidas Sport Bra Ad Banned in UK

Adidas Breast Advert was harmful and offensive, says ASA

Adidas Sports Bra Advert

The Advertising Standards Authority (ASA) banned the Adidas Breast Advert from the media.

The Adidas Breasts campaign featuring dozens of sets of breasts to promote the diversity of its has been banned by the UK. The reason? Use explicit nudity and appearing where children could see the ads.

The Adidas banned campaign promote the diversity of its range of sports bras with Twitter, Instagram and Billboards posters. In the creativity we can see a large group of breasts to promote the diversity of its. Adidas defended the images, because they “celebrate different shapes and sizes and illustrate diversity”.

But, according to the complainers, the Adidas advert were “gratuitous and sexualising the women and reducing them to body part”. Advertising Standards Authority (ASA) responses that the ads were not sexualising or objectifying but the nudity was real. For this reason the compalint was only confirmed for nudity. Adidas says that the images had been cropped to protect the identity of the models, which have voluntarily participated.

The Asa statement says: “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”.

Also, Adidas said that it had not run the adverts on posters or billboards near schools or religious venues, and did not think the campaign would cause harm or distress to children.

“The ads must not appear again in the forms complained of” says the ASA. “We told Adidas UK to ensure their ads did not cause offence and were targeted responsibly.”

The reasons we didn’t make just one sports bra

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Una publicación compartida de adidas Women (@adidaswomen)


“The reasons we didn’t make just one sports bra” is the title of the Adidas Breast Advert. On Instagram they have posted an image of 20 different women’s breasts, each of different shapes and sizes. The reason, to normalize women’s body diversity: “Over 90% of women wear the wrong size sports bra and don’t get the support they need. Our new collection of sports bras for all sports and all sizes gives you the perfect support “. It has published the brand on networks.


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