SITUATION SITUATION: 48 hours after announcing the launch of the large sports bra, Adidas still trending on Google searches for all the wrong reasons on Friday.
Social media critics first began to attack after the athletic athlete tweeted a photo of 25 people’s topless on Wednesday to promote the line of sports bras. his new sport. Close-up images of individual body parts of women of various sizes and ethnicities. The post read: “We believe that women’s breasts of all shapes and sizes deserve support and comfort. That’s why our new line of sports bras comes in 43 styles, so everyone can find the right fit,” with a link to the company’s e-commerce site. the firm.
Asked to comment on the decision to tweet the topless photo, one Adidas A spokesperson released a statement noting that the gallery was designed to show “how diverse breasts are, coming in different shapes and sizes highlighting why support is right for them.” Conformity is paramount.”
Additionally, the statement read: “Adidas believes that everyone in the sport deserves support. That’s why we innovate tirelessly to meet the needs of our diverse community, helping more people experience the life-changing benefits of sport. Sports bras are the most important workout wear for busty people. The confidence and support it provides can have a significant impact on performance and the ability to stick with the support of others. That’s why we’ve redesigned our entire portfolio, catering to more bodies and workouts than ever before.”
As for whether the company is planning any initiatives or actions in response to the backlash, an Adidas spokesperson said the company doesn’t have much to share at the moment. .
Designed for a Valentine’s Day launch, the collection is designed to fit women of all shapes and sizes. Forty-three styles will be offered in 73 sizes across 18 product brands. Adidas has developed an extensive product line with independent researchers at the University of Portsmouth, a UK-based institution specializing in breast biomechanics. Adidas generated 19.8 billion euros in annual sales in 2020.
The Germany-based sports group has had an eventful week on the global sports scene. One of its top sponsored athletes, Olympic downhill skier Mikaela Shiffrin, was unable to finish the giant slalom and slalom races earlier this week. The 26-year-old American tennis player, a three-time World Cup winner, also failed to win a medal in the super G Friday match. Shiffrin is scheduled to compete in two more events at the Beijing Games – Women’s Downhill Monday and Thursday in the women’s combined slalom.
Some people have called for a boycott of Adidas Friday via Twitter, after the company ended an endorsement deal with Kurt Zouma after he shared a video of himself kicking a cat. The French professional soccer star’s Premier League club, West Ham United, are said to have fined him two weeks’ wages of £250,000.
When asked for comment, an Adidas spokesperson said that their investment in Zouma has been terminated and that he is no longer an “Adidas contract athlete”.
Another famous professional athlete who is still sponsored by Adidas, NBA star James Harden created a conundrum for the sports brand earlier this week. As well as being traded by the Brooklyn Nets to the Philadelphia 76ers on Thursday, Harden will be trading his number 13 shirt, the number he has worn throughout his career. The 76ers long ago retired number 13 in honor of the late great Wilt Chamberlain. In an Adidas ad released Tuesday, Harden talked about the importance of his preferred number. He signed a 13-year, $200 million endorsement deal with Adidas in 2015. An Adidas spokesperson delayed commenting on that to a colleague, who said Friday night no Do you have any information to share about Harden at this point?
https://wwd.com/fashion-news/fashion-scoops/adidas-responds-to-bare-breasts-photo-controversy-1235069759/ Adidas opposes controversy over topless photo – WWD