The Art of Armpit Advertising

Hmm. OK this is not a cultural thing, as these ads are mostly Western brands. But while shopping for sports gear recently, I was struck by the number of armpits that appear in sports and fitness ads. OK, I know we sporty people do some things with our arms up - but we also do a lot of things without our armpits on show. And not sure if pits are really the most impressive part of an athlete's physique either! But most of the ads used them and it started to become a bit of a hilarious cliche. ^^ Just a thought, if there are any sports marketers reading this!