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Known for their shoes, sweatpants and sports sponsorships, big-name athletics brand Adidas is in the news today for something else. This morning, the company posted an uncensored tweet that featured a compilation image of "women’s breasts in all shapes and sizes." Intended to be an advertisement for their new line of sports bras, the imagery, no matter how well-intended, is being seen as out-of-pocket. Unsurprisingly, Twitter users took to memeing about it almost immediately.
Early reactions on the vaguely NSFW content mostly harked on the shocking nature of seeing boobs on one's feed so early in the morning, especially from a major brand name. With Twitter's recent content warning blur, it would have been easy for Adidas to mark their boobs tweet as such. Instead, it was posted raw for anyone to see and the gridded image macro quickly became an exploitable with users photoshopping it into multiple templates.
You posted this at 9 am on a Wednesday
— Jesse’s New Year of Tweeting (@MuskTillDawn) February 9, 2022
Is this the new version of Wordle?
— Jacko (@GTFC_Jacko) February 9, 2022
Ok now do one for jock straps
— Lauren Joffe (@thespinzone) February 9, 2022
— 𝐉𝐁’s #LanningStrip 🦆 (@jbritts) February 9, 2022
— Cormac (Irreverent and Dangerous) (@MythAddict) February 9, 2022
Other users started to resurface Christian pastor Brian Sauvé's viral tweet from Monday, who stated, "There is no reason whatsoever for you to post pictures of yourself in low cut shirts, bikinis, bra and underwear, or anything similar--ever." His tweet received roughly 4,700 likes, but more importantly, 17,300 quote tweets in two days, filled with enraged users clowning on his take on women's breasts. His words quickly became a copypasta, and, over the course of two days, it was trending heavily, so heavily, that people thought the Adidas tweet was in response to it.
Brian didn’t have a clue what he was getting into, did he?
— Keith Hart (@keithhartmt) February 9, 2022
As the story develops and the tweet stays posted, it will be interesting to see what other templates get remixed in the storm. If this is an elaborate viral marketing campaign, it's definitely succeeding as of now.
— jon (@itsjonmiller) February 9, 2022
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