But to Sabrina Strings, a [Chancellor’s Fellow and] associate professor of sociology at the University of California, Irvine, the company has co-opted an organic campaign for the purpose of selling sports bras. “They are now trying to sell us objectification as if it’s liberation,” Strings said. Strings pointed out that the images from the ad show just the breasts, detached from any other part of the body. When bodies — particularly breasts — are presented that way, said Strings, it’s “dehumanizing” and harder to separate the images from fetishization.

For the full story, please visit https://www.washingtonpost.com/lifestyle/2022/02/10/adidas-bare-breast-ad/.