Why boycott Adidas is trending
Adidas this week launched its “Pride 2023 swimwear collection, advertising bathing suits on its web site under the “women’s” section.
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.
Adidas Pride swimsuit video:
An accompanying video on Adidas’ site shows the model sashaying in the one-piece, with the camera at one point zooming to reveal a patch of chest hair rising above the neckline.
It was unclear if the model identifies as a male or is transgender.
But why are people choosing to boycott Adidas? Who has spoken out over the issue? Has anyone defended the actions of the sportswear giant?
Why boycott Adidas trending?
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
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