Why is boycott Adidas trending? The swimsuit ad controversy explained

  • Here is all you need to know about the latest controversy involving Adidas  

By ZAC CAMPBELL

Published: | Updated:

Adidas has sparked calls for a boycott after launching a new range of women's swimwear using what appears to be a biological man as the model.

The swimsuit range is part of Adidas's 'Pride 2023' collection and is for sale on the website in the women's section.

But why are people choosing to boycott Adidas? Who has spoken out over the issue? Has anyone defended the actions of the sportswear giant?

Read on below for everything you need to know about the latest branding boycott.  

Adidas has been slammed for using what appears to be a biological male model to show off new swimwear as part of their 'Pride 2023' collection (pictured)

Adidas has been slammed for using what appears to be a biological male model to show off new swimwear as part of their 'Pride 2023' collection (pictured)

The bathing suits are flaunted by a model with a crutch bulge evident and chest hair peeking out from the top

The bathing suits are flaunted by a model with a crutch bulge evident and chest hair peeking out from the top

Adidas' Pride line also features t-shirts, shorts and sportswear that say 'Love Wins' which are also worn by what appear to be male models.

Adidas' Pride line also features t-shirts, shorts and sportswear that say 'Love Wins' which are also worn by what appear to be male models.

Why are people boycotting Adidas? 

Customers are choosing to boycott Adidas after the company was accused of 'erasing women' and is the latest target of conservative anger over 'woke' marketing.  

The model showing off the swimwear has a hairy chest and a bulge in the crotch area. It's not stated whether the model identifies as a man or as trans.

The swimsuit was created by South African designer Rich Mnisi and released to honour Pride Month. Adidas have said the swimsuit is 'a celebration of self-expression, imagination and the unwavering belief that love unites'.

A statement by Mnisi, featuring the tagline 'Let Love Be Your Legacy', reads: 'This is the moment to call yourself worthy,and help others to do the same.

'This is the hour to bond, to love & be lovedby family & community.

'This is the day to love—unbridled, unfiltered,unashamed—and never look back.'

Adidas' Pride line also features t-shirts, shorts and sportswear that say 'Love Wins' which are also worn by what appear to be male models. 

The latest controversy comes after Bud Light saw sales drop in April 2023 following outrage over its partnership with transgender influencer Dylan Mulvaney. 

Who has spoken out? 

A hashtag entitled 'BoycottAdidas' has begun trending and high-profile athletes have hit out at the company.

'Women's swimsuits aren't accessorized with a bulge,' U.S. swim star turned women's rights activist Riley Gaines tweeted.

'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.'

Internet personality Oli London tweeted 'The new Adidas Women's Swimwear Range modeled by...men'

Internet personality Oli London tweeted 'The new Adidas Women's Swimwear Range modeled by...men'

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%?

'Businesses are for profit, not for politics. It doesn’t make sense. Who is telling them to do this?'

Oli London, an internet personality who is well-known for his multiple plastic surgery procedures, shared screenshots on Twitter from the Adidas site with the caption: 'The new Adidas Women's Swimwear Range modelled by…men'.

'There doesn't seem to be a single brand left that isn't woke,' he said.

South Carolina representative Nancy Mace said: 'I'm old enough to remember when women actually modeled women's bathing suits, not men.'

Has anyone defended Adidas? 

The vast majority of responses online have criticised the post, which has been seen more than five million times on Twitter. 

Many also joked that Adidas and Nike are battling it out for who can 'go broke' first after the competitors become 'increasingly woke'.

America's flagship beer brand has been in damage control since Mulvaney shared a series of partnered posts with her 11 million social media followers on 1 April 2023

America's flagship beer brand has been in damage control since Mulvaney shared a series of partnered posts with her 11 million social media followers on 1 April 2023

In April, Nike used trans social media star Mulvaney to model their activewear.

The transgender actress posted 'Alert the media — I'm entering my workout era' alongside pictures showing off Nike's range.

Nike responded to the criticism by telling furious customers to ‘be kind and inclusive’ after paying Mulvaney to post content dancing in a sports bra and leggings.

It sparked furious calls for a boycott, with Olympic swimmer Sharron Davies leading calls and customers deluging the company with complaints.

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.

AdidasDylan Mulvaney

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