While some bras in the collection go up to a size 4X, which is around a J cup according to Adidas’ size calculator, many commentators rightly pointed out that a lot of the bras in the collection go only go up to a DD – far from inclusive. And we have to ask why, for a brand that has existed for over 70 years, it taken until 2022 for them to fully recognise the individuality of their customers’ bodies?

Plus, the irony of this diverse campaign being dulled by Instagram’s sexist policy against the female nipple isn’t lost on us. In the post, the nipples are coloured in with nude tones to get around the policy that campaigners have been fighting for years.

“We can’t share your post Instagram doesn’t allow it. They removed it from my stories. Great initiative, you are inspiring,” commented one frustrated viewer. “I already see instagram panicking on this post,” said another.

For now, we want to celebrate the fact that all boobs are being welcomed into the world of exercise. And anything that helps more women feel represented and confident enough to start moving is a win for us.

Why Adidas’ sports bra ‘bare breasts’ campaign is going viral for its diverse representation of boobs