BoycottAdidas is trending on social media platforms and high-profile athletes have hit out at the company, over their choice of model for the launch of its “Pride 2023” swimwear collection.
The collection advertises bathing suits on its web site under the “women’s” section with the help of a male model.
One of the bathing suits — a colorful one-piece called the “Pride Swimsuit” that was being advertised for $70 — was being shown off by an apparently male model who also was also displaying a noticeable bulge in the crotch area.
An accompanying video on Adidas’ site shows the model in the one-piece, with the camera at one point zooming to reveal a patch of chest hair rising above the neckline of the model.
READ ALSO: Adidas Unveil Bayern Munich’s Home Kits For 2023–24
Adidas didn’t state if the model identifies as a male or is transgender.
The company was accused of ‘erasing women’ and is the latest target of conservative anger over ‘woke’ marketing, after Bud Light saw sales drop last month following outrage over its partnership with transgender influencer Dylan Mulvaney.
The new line by South African designer Rich Mnisi, dubbed “Let Love Be Your Legacy” and released ahead of Pride Month in June, is “a celebration of self-expression, imagination and the unwavering belief that love unites,” according to Adidas’ site.
Social media personality, Oli London tweeted the screenshots from Adidas’ site on Wednesday morning, 17 May with the caption: “The new Adidas Women’s Swimwear Range modeled by…men.”
Many Twitter users were quick to slam the brand for going “woke.”
Former NCAA swim star and women’s rights activist Riley Gaines said: “Women’s swimsuits aren’t accessorized with a bulge.”
READ ALSO: Adidas Faces Pressure From Top Investor Over Findings Into Ex-Business Partner Kanye West
Gaines continued: “I don’t understand why companies are voluntarily doing this to themselves. They could have at least said the suit is ‘unisex,’ but they didn’t because it’s about erasing women. Ever wondered why we hardly see this go the other way?”
In another reply, a user tweeted: “I have breasts, hips and no need for an extra pouch of fabric around my labia. I guess that means this bathing suit isn’t for me.. or most women. In which other instance do companies advertise to a demographic of ~1%? Women make up ~50% and we’re struggling lol! Make it make sense.”
The same user, added that she “can accept” Adidas not wanting “real women as a customer,” but instead urged the brand to “sell it in an LGBT category” rather than marketing it as a women’s bathing suit.
The swimsuit isn’t the only clothing item in Adidas’ new Pride line labeled under “Women’s,” but seemingly modeled by males.
Only the women’s plus-size clothing was shown on a model who appeared female.
“Maybe Adidas does not appreciate large trans models or skinny female models,” one user pointed out on Twitter.
Republican congresswoman Marjorie Taylor Greene also hit out at Adidas, asking: “Who is telling these major corporations to alienate women, half the population, in order to market to trans which are less than 1%?
READ ALSO: Kanye West No Longer In Forbes Billionaire List As Adidas Cuts Ties
“Businesses are for profit, not for politics. It doesn’t make sense. Who is telling them to do this?”
South Carolina representative Nancy Mace said: “I’m old enough to remember when women actually modeled women’s bathing suits, not men.”
“Adidas launches new women’s swimwear range, the “Pride Collection” — using MALES to model sports bras and WOMEN’S swimsuits, Oh f**k off. Honestly,” another person said.
Many also joked that Adidas and Nike are battling it out for who can ‘go broke’ first after the competitors become ‘increasingly woke’.
In April, Nike used trans social media star Mulvaney to promote their activewear.
The transgender actress posted’ ‘Alert the media — I’m entering my workout era’ alongside pictures showing off Nike’s range.
Following its choice of Mulvaney as a brand ambassador to show off women’s apparel, a ‘Burn Bra Challenge’ began on TikTok and many slammed Nike’s choice on social media.
