Adidas said that the models whose breasts were featured in the controversial décolletage collage had all given consent to have their images tweeted. 'Our volunteers were amazing and brave,' the company said.
Adidas ADDYY, +2.27% ADS, +2.45% promoted its sports-bra collection on Twitter TWTR, +5.14% and Instagram FB, +5.37% on Wednesday by posting an image composed of dozens of bare breasts in all of their natural glory.
“Women’s bodies and breasts come in many sizes, and there are endless ways in which they move during exercise,” it continues. “There really is no ‘one size fits all’ when it comes to bras.” But many of the comments and quote tweets took a more cynical approach. Sex sells, after all, so critics suggested that posting images of uncensored breasts to get clicks was exploitative, low-hanging fruit. Others called out the unexpected nudity for its not-safe-for-work nature.
The Adidas account also responded to some of the Twitter comments, such as one reader asking whether the women whose bodies were featured in the composite photo had consented to have their breasts posted on Twitter.It added in another comment that, “We had to stick to the rules of social media but are proud to share the uncensored version here, on our website and on billboards.”