Retailer Lounge Underwear has slammed the decision to ban Adidas' recent bare boob advert.

The lingerie brand took to its Instagram page to defiantly share the advert.

However, they said they'd been forced to pixelate the ad, which shows 25 photos of women's bare breasts, to meet Instagram's nudity standards.

Adidas first shared the advert, which was created to promote its new sports bra collection, back in February as part of its 'Support is Everything' campaign.

Posting it on Twitter, the brand wrote: "We believe women’s breasts in all shapes and sizes deserve support and comfort. Which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them."

The ad went viral online at the time after it was shared with the company's 4.1million Twitter followers.

However, it was revealed last week that it had been banned by the Advertising Standards Authority (ASA) after complaints it was “gratuitous” and inappropriate for children.

The ASA received 24 complaints that claimed the use of nudity was “gratuitous” and objectified women, with some questioning whether the ads were appropriate for children.

Posting about the ad on its Instagram page, Lounge Underwear wrote: "@adidas ad – banned.

"The inclusivity and diversity of women – denied.

"Boobs are our business and if some of the best brands in the world can’t celebrate the beautiful diversity of them in an effort to empower people like you, what world is this that we’ve found ourselves in?"

"These are breasts (or they were before we had to cover them up to meet IG rules and regs). In all their different shapes and sizes. None of these pictures were sexual images at all. They were just breasts."

The brand then encouraged its 3.1million followers to stand up against the decision, as it added: "Show your support by liking and sharing to your story, share in your group chats and keep this conversation going.

"Boobs are boobs, and all of them deserve representation."

The post attracted overwhelming support from the brand's followers, with it racking up more than 62,000 likes.

One wrote: "We love a brand who uses their platform to educate and inform."

While another added: "So glad I get my underwear from a company that stands for equality and actively proves that."

A third chimed in: "This is why you’re my fave brand ever, thank you for using your platform to speak out on this."

While a fourth said: "#FREETHENIP2022."

In its defence of the ad, Adidas UK said the images were not gratuitous and were instead intended to “reflect and celebrate different shapes and sizes, illustrate the diversity and demonstrate why tailored support bras were important”.

It also refuted the claim the ads were sexual, stating they intended to show breasts “simply as a part of a woman’s body”.

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