Adidas launches women’s swimsuit… but the model showing off the ‘Pride 2023’ costume appears to be a man
- Adidas was criticized for not using a female model to show off swimwear
- The model who appeared to be male was showing off their new ‘Pride’ line
- The collection consists of swimwear, t-shirts, shorts and jerseys
Adidas has sparked controversy after launching a new range of women’s swimwear with what appears to be a male model.
The swimsuit range is part of the brand’s ‘Pride 2023’ collection and is available for purchase at the website in the women’s section. However, the model showing off the swimwear has a hairy chest and a bulge in the crotch.
Whether the model identifies as male or trans is not stated.
The bathing suit is made by South African designer Rich Mnisi and released in honor of Pride Month. Adidas has said the swimsuit is “a celebration of self-expression, imagination and the unwavering belief that love unites.”
Adidas have been criticized for using an apparently male model to show off new swimwear as part of their ‘Pride 2023’ collection (pictured)
The swimsuits are flaunted by a model with a distinct crutch bulge and chest hair peeking out from the top
However, the choice of the model for the swimwear is not well received by everyone.
Oli London, a boy band member known for multi-ethnic plastic surgery procedures, shared screenshots on Twitter from the Adidas site with the caption, “The new Adidas Women’s Swimwear Range modeled by…men.”
“There doesn’t seem to be a single brand that isn’t awake,” he said.
The post had been seen by more than five million Twitter users, many targeting the brand as well.
The hashtag “BoycottAdidas” has become trending and many high-profile athletes have joined the company.
“Women’s swimsuits don’t have bulges,” tweeted American swimmer turned women’s rights activist Riley Gaines.
“I don’t understand why companies do this to themselves voluntarily. They could have at least said the suit is ‘unisex’, but they didn’t because it’s about erasing women.”
“Adidas is launching a new range of women’s swimwear, the ‘Pride Collection’ — with MEN to model sports bras and WOMEN’s swimsuits, oh f**k off. Honestly,’ said another person.
Twitter was not happy with the use of what appeared to be a male model for the Adidas pride swimwear range
Adidas’ Pride line also includes t-shirts, shorts, and sportswear that read “Love Wins,” which are also worn by ostensibly male models.
“Look at that female bulge…Adidas furiously uses organic male models to advertise swimsuits and bras for women,” wrote another.
“Nothing sells a bathing suit like a hairy chest and a bulge in the crotch,” wrote a third.
Many also joked that Adidas and Nike are battling it out over who can “go bankrupt” first after the competitors “wake up more and more.”
In April, Nike used transsocial media star Dylan Mulvaney to promote their activewear.
The transgender actress posted “Warn the media – I’m entering my training era” alongside photos showing Nike’s range.
After choosing Mulvaney as a brand ambassador to show off women’s clothing, a ‘Burn Bra Challenge’ started on TikTok and many condemned Nike’s choice on social media.
Adidas’ Pride line also includes t-shirts, shorts, and sportswear that read “Love Wins,” which are also worn by ostensibly male models.