Adidas has sparked fury after launching a new line of women’s swimwear and using what appears to be a male model to promote the swimsuit.
Drawing accusations of ‘woke’ marketing techniques and a desire to ‘erase women,’ the apparel giant released a colorful swimsuit range under its Pride 2023 collection.
While the swimwear in question is available in the women’s section of their website, the model wearing the swimsuit appears to be a male. It remains unclear whether the model in question identifies as a man or a trans woman.
According to Adidas, the swimsuit celebrates “self-expression, imagination, and the unwavering belief that love unites” and was designed by South Africa’s Rich Mnisi.
While the move was well-received by some of the company’s most loyal followers, the majority seem to be displeased with the decision to have a biological male representing women’s clothing.
A ‘BoycottAdidas’ hashtag has since begun popping up on social media with angered consumers calling for the company to face a similar fate to that of the Bud Light makers.
“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,” someone wrote.
“Women’s swimsuits aren’t accessorized with a bulge,” Riley Gaines, a former swimming champion turned women’s rights activist, added.
A third disgruntled shopper raged: “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.”
Weighing in on the divisive move was also South Carolina representative Nancy Mace who penned: “I’m old enough to remember when women actually modeled women’s bathing suits, not men.”
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