# Adidas Support Is Everything breast grid

> A breast-grid sports bra ad drew 24 complaints and a UK advertising ban.

- Owner: Adidas
- Kind: Campaign
- Sector: Fashion & accessories
- Seed date: 2022-02-09
- Peak date: Week of Feb 10, 2022
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 45 (Notable), v1.2
- Mechanics: Controversy, Transgression, Creator relay, Platform jump, Press loop

## Summary

Adidas’s breast grid generated debate and image remixes alongside a prepared talent/influencer launch. Instagram carried a censored version. The ASA barred the tweet and posters in their existing forms over nudity and placement, without finding sexual objectification.

## Timeline

- 2022-02-09 — @adidas (X) — Adidas posted its breast grid to promote the redesigned sports bra range.
- 2022-02-09 — @adidas (X) — Adidas retweeted a photograph of its planned breast-grid billboard.
- 2022-02-09 — @MrBink_ (X) — MrBink_ turned the breast grid into a traffic-light CAPTCHA.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/adidas-support-is-everything-breast-grid

Cite as: How It Spread (2026). “Adidas Support Is Everything breast grid.” Case HIS-00532. Spread Score v1.2: 45/100. Updated 2026-10-14. https://howitspread.com/id/HIS-00532