In my opinion, I found that the Adidas ad was a breakthrough for women all over the world. In a world in which women are as oppressed as they are, seeing a woman accepted and comfortable with something that has been banned and looked down on all over the planet is incredibly empowering. Breastfeeding is a natural part of life that has been proved by hundreds of studies to be healthier for newborns as compared to formula milk but it has been consistently sexualised in mainstream culture and countries all over the world.
The woman in the image looks so content with what she’s doing as well as elucidating an air of quiet confidence around her, something about the image looks so natural and comfortable with herself that I find it enabling women that see the advert to feel more comfortable with themselves.
As well as the prominent “creator” text in the center of the image, it shows to me that all the stereotypes of women that preach that women can’t have a job and work while they have children to raise are myths. Women are the creators of life in that sense but that doesn’t mean that they’re simply limited to that, there’s so much more to achieve and strive to be, showing that we are equals to anything a man can do.
