Adidas Faces Backlash

 Adidas Faces Backlash for Using Biological Male Model in Women’s Swimwear Pride Campaign

The choice has sparked debate and negative reaction, with some claiming that it is a form of ‘erasing women’ and an example of misplaced ‘woke marketing’

A swimsuit from Adidas's "Pride 2023" collection, marketed under the slogan "Let Love Be Your Legacy," is the subject of the controversy.The thing, evaluated at $70, is highlighted in the ladies' segment of the organization's site.The transgender status of the model in the campaign is unknown, but their hairy chest and noticeable bulge give the impression that they are biological men.Adidas describes the suit as "a celebration of self-expression, imagination, and the unwavering belief that love unites." The suit's design is by South African designer Rich Mnisi.

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

Social Media Backlash

On the other hand, the choice of the model sparked controversy on social media, resulting in the hashtag "Boycott Adidas" becoming popular.

The campaign has been denounced by well-known figures like US swimmer Riley Gaines and Republican congresswoman Marjorie Taylor Greene.

Gaines suggested that Adidas could have marketed the swimsuit as "unisex" rather than pushing an agenda that she believes marginalizes women.

Greene, on the other hand, questioned whether it would be wise for a business to cater to the transgender community, which makes up less than 1% of the population, while potentially alienating women, who make up a significant portion of the consumer population.

A Challenging Landscape

This reaction against Adidas follows a new occurrence where Bud Light saw a huge drop in deals following their coordinated effort with transsexual powerhouse Dylan Mulvaney.In a similar vein, Nike, a rival to Adidas, was criticized for selecting Mulvaney as a brand ambassador for their line of women's activewear.Adidas and Nike, according to critics, appear to be competing to be the most "woke," despite the fact that this could hurt their businesses.