The "Support is the foundation" campaign is dedicated to the launch of a new collection of sports bras.
German sports giant Adidas has taken on a blatant "Support is the foundation" ad campaign by posting a collage of naked female breasts on its website. The picture is accompanied by the caption: "That's why we didn't just make another sports bra."
The campaign is dedicated to the release of a new collection of sports bras Adidas, which the brand calls the largest and most diverse in history. It is noteworthy that the new advertisement did not appear on the Russian version of the Adidas website.
“The best part of a workout shouldn’t be taking off the sports bra,” commented Adidas, noting that, according to statistics, more than 90% women are wearing the wrong size sports bra.
The company announced that as part of the new collection, the design of sports bras has been redesigned to help customers "find their size." The collection will go on sale from February 14, 2022. The line includes 43 models of tops in 72 size variations.
A candid photo with an advertising banner was also published on the official Adidas account on the social network Twitter.
“We believe that women's breasts of all shapes and sizes deserve support and comfort. That's why our new range of sports bras includes 43 styles so that everyone can find the right fit for themselves,” said Adidas.
The company emphasized that, according to research, wearing a well-fitting sports bra reduces chest pain when moving, and also reduces the risk of damage to the skin and ligaments of Cooper. In addition, a properly fitted sports bra improves functionality. The authors of the study point out that, in particular during a marathon with the wrong support, "the chest runs more than six kilometers on its own."
“There is a significant gap in the development of sports bras, which is why we have worked with experts in breast health and biomechanics from the University of Portsmouth to challenge ourselves and advance our innovations to better meet the needs of the women’s sports community,” commented Amy Charlton, Senior Director of Adidas products.