Overview

The Adidas Sports Bra Boobs Tweet refers to a tweet from the athletics brand Adidas on its official account that included a grid compilation image of uncensored women's breasts acting as an advertisement for their new line of sports bras. The viral marketing campaign received a multitude of reactions across both Twitter, Instagram and other platforms where the image was posted in early February 2022. It quickly turned into an exploitable, being remixed into other templates, as well as sparking a viral discussion and controversy.

Background

On February 9th, 2022, the athletics brand Adidas posted a tweet^[1] to their verified Twitter account including a gridded compilation image of women's breasts. It was intended to be an advertisement and promotion for their new line of sports bras, stating in the tweet, "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 less than 24 hours, the tweet received roughly 21,900 likes and 12,700 retweets (shown below). The image was also posted to Instagram^[13] where it earned roughly 41,000 likes in the same amount of time.

Additionally, that same morning, Adidas retweeted a tweet that included documentation of one of their newest billboards advertising the sports bra line. It included the boobs image paired with the slogan, "The reasons we didn't make just one sports bra." The tweet was posted by Twitter^[2] user benmayorwhite who received roughly 1,600 likes in 24 hours (shown below).

Online Reactions

As Twitter users opened their timelines on the morning of February 9th, 2022, many were surprised by the Adidas tweet as it quickly began trending on the platform. In turn, users then reacted to the unexpectedly uncensored image from a brand such as Adidas. For instance, one of the first users to react was Twitter^[3] user BkayReformed, who replied with a picture of Luffy from One Piece looking disappointedly at his phone screen, captioning it, "One normal day on this app is all i ask," earning over 13,100 likes in 24 hours (shown below, left). Twitter^[4] user goldilocksrocks also reacted quickly, stating, "Maybe show the bras actually supporting the tits?" Adidas then replied^[5] to her with, "We want to celebrate bodies in all their glory and proudly showcase how different we all are 🙌," earning roughly 2,200 likes in one day (shown below, right).

Another common reaction was addressing a possible double standard that could exist, with people asking if Adidas would ever do such a promotion featuring male anatomy. For instance, Twitter^[6] user thespinzone tweeted, "Ok now do one for jock straps," earning roughly 2,700 likes in one day (shown below, left). Twitter^[7] user BlessingsDigha also reacted similarly, stating, "Will you show us penises too (circumcised and uncircumcised) of different shapes and sizes for the pant/boxer set?" earning roughly 2,600 likes in one day (shown below, right).

Twitter users started to post image macros in relation to the event going into the next day. For instance, Twitter^[8] user KryptiXWarrior made a meme on the 9th that object labeled the After All, Why Not? Why Shouldn't I Keep It? template, earning roughly 6,000 likes in one day (shown below, left). Twitter^[9] user MrBink_ took a different approach, using the gridded boobs image as an exploitable and photoshopping it into a traffic light CAPTCHA, earning roughly 1,200 likes in 24 hours (shown below, right).

Theory of Possible Response to Brian Sauvé's Tweet

Soon after the original Adidas tweet was posted, users started to hypothesize that the campaign was in direct response to a viral discussion from two days prior that involved a tweet from Christian pastor Brian Sauvé. Sauvé's tweet^[10] was posted on February 7th, 2022, and in it, he gave a take about women who post provocative pictures of themselves online, stating, "Dear Ladies, There is no reason whatsoever for you to post pictures of yourself in low cut shirts, bikinis, bra and underwear, or anything similar--ever. Not to show your weight loss journey. Not to show your newborn baby. Not to document your birth story. -Your Brothers." His tweet (shown below) gained roughly 6,700 likes and 20,200 quote tweets over the course of three days.

Twitter users in the replies of Adidas' tweet noted the coincidence, like Twitter^[11] user limitlessjest, who tweeted, "Adidas said okay Brian," earning roughly 3,700 likes in one day (shown below, left). A couple of hours later, Twitter^[12] user ZroHour posted a photoshopped screenshot of a copycat tweet from Adidas' UK account, adding in the "Dear Brian" copypasta. The tweet (shown below, right) earned over 700 likes in less than 24 hours. Adidas has never stated a connection to Sauvé's tweet despite theories from users.

Various Examples

Search Interest

External References