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Library/Campaign/Adidas Support Is Everything breast grid
Grade B18 sourcesHIS-00532

Adidas Support Is Everything breast grid

Campaign · 2022 · Notable

45Editable slideCertificate

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

adidas

@adidas · Feb 9, 2022

We want to celebrate bodies in all their glory and proudly showcase how different we all are 🙌

2.5K402
Post · @adidas on X

Truant London

@truantlondon · May 12, 2022

This nipple tweak should appease the @ASA_UK...

111
Post · @truantlondon on X

adidas

@adidas · Feb 10, 2022

Support is everything. Whatever the sport, women deserve freedom and comfort to move however they choose. That's why we redesigned our sports bra collection to cater for more women, more bodies and more sports. Explore the new collection 👉 a.did.as/6010KOFKw

1.1K194
Post · @adidas on X
Official Breast Gallery campaign image in the copywriter’s portfolio.
Adidas / TBWA / Sophie Ebrard
Adidas Tweeted 25 Pairs of Bare Breasts as a Reality Check
Adweek
Adidas tweets 25 pairs of bare breasts to sell a new sports bra | CNN Business
CNN Business
Support is everything. Whatever the sport, women deserve freedom and comfort to move however they choose. That's why we redesigned our sports bra collection to cater for more women, more bodies and…
@adidas on X
Adidas Defends Bare Breasts Creative as Regulator Bans Ads
Adweek
This nipple tweak should appease the @ASA_UK...
@truantlondon on X
I'm Possible - Impossible Is Nothing
TBWA Denmark
Adidas Sports Bra Boobs Tweet | Know Your Meme
Know Your Meme
adidas' controversial bare breasted ads get banned by advertising watchdog
Marketing-Interactive
LIVEBLOG Cannes Lions 2022: Snellenberg lanceert boek ´Think like an adman, don't act like one´
Adformatie

Spread Score

How it works
Reach43Contagion35Breadth60Velocity65Longevity2145

Numbers

Peak date
Week of Feb 10, 2022
Feb 9 ’22 to Week of Feb 10, 2022
Platforms
5
Started on X
Origin
Mixed
Fashion & accessories

Mechanics

  • Controversy
  • TransgressionPrimary
  • Creator relay
  • Platform jump
  • Press loop

How it spread

Trace the origin

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.

Dates use the stated precision; chart positions are date anchors.

Google searchesFeb ’22MarAprMayJunPeakXRetailPressInstagramOpen web
XRetailPressInstagramOpen web

14 more events on this chart

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Timeline (17)

  1. February 2022

    @adidas seed · Feb 9 ’22

    Adidas posted its breast grid to promote the redesigned sports bra range.[1][2][3]

    Adidas Sports Bra Boobs Tweet | Know Your Meme
    Open the first post ↗

  2. @adidas owner response · Feb 9 ’22

    Adidas retweeted a photograph of its planned breast-grid billboard.[2][4]

  3. @MrBink_ platform jump · Feb 9 ’22

    MrBink_ turned the breast grid into a traffic-light CAPTCHA.[2]

Origin
Mixed
Sector
Fashion & accessories
Region
Global
Reported figure
—
Evidence
Grade B

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How the next thing spread, the week it does.

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Google searchesFeb ’22MarAprMayJunPeakXRetailPressInstagramOpen web
XRetailPressInstagramOpen web

14 more events on this chart

Join free to see them

  1. February 2022

    @adidas seed · Feb 9 ’22

    Adidas posted its breast grid to promote the redesigned sports bra range.[1][2][3]

    Adidas Sports Bra Boobs Tweet | Know Your Meme
    Open the first post ↗

  2. @adidas owner response · Feb 9 ’22

    Adidas retweeted a photograph of its planned breast-grid billboard.[2][4]

  3. @MrBink_ platform jump · Feb 9 ’22

    MrBink_ turned the breast grid into a traffic-light CAPTCHA.[2]

  1. backlash · Feb 9 ’22

  2. owner response · Feb 9 ’22

Join free to see the other 14 events and the full chart. Free, on every case.

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Why it worked

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