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Tweet of the Week

The Pros and Cons of the Adidas Sports Bra Tweet

September 6, 2022
February 15, 2022
Kelsey Donk

When Adidas tweeted an image of 25 people’s bare breasts to promote its new sports bra range, they turned heads. But was the tweet really a good idea?

Table of Contents

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On Wednesday, Adidas tweeted a composite image of 25 people’s bare breasts. The tweet announced a sports bra range of 43 styles for different body types. 

While some said the spread was attention-grabbing and inclusive, others questioned whether the tweet was smart marketing:

Should Adidas have featured less nudity, more product? It depends on Adidas’ goals. 

If the goal was organic social engagement… 

Good news: The tweet earned 30X the likes of Adidas’ next sports-bra-related post, which showed clothed women, not nude ones. 

Bad news: Adidas can’t repurpose its most viral tweet on other platforms. Instagram has a nudity policy and Google Ads explicitly bans female breasts

If the goal was to sell sports bras… 

Good news: Praise and UGC from high-profile sex positivity leaders like Cindy Gallop could expose Adidas to a new audience. Think Gen Z, 97% of whom reference social media before making a purchase.

Bad news: The tweet doesn’t actually show the bras — and product photos on Adidas’ site don’t celebrate as many diverse body shapes. Mixed messages!

Our takeaway?

Adidas turned heads with its tweet, and gained ~6K followers. It seems like this was a net win for organic social engagement — and potentially Adidas’ whole funnel.

Kelsey Donk
about the author

Kelsey Donk is a writer at MarketerHire. Before joining MarketerHire full-time, Kelsey was a freelance writer and loved working with small businesses to level up their content. When she isn't writing, Kelsey can be found gardening or walking her dogs all around Minneapolis.

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