This week, Adidas unveiled its “Pride 2023″ swimsuit line. The company used a model that appeared to be male to promote bathing suits on its website under the “women’s” category. The male model was showcasing one of the bathing costumes, a vibrant one-piece known as the “Pride Swimsuit,” which was being promoted for $70. The guy was also showing off a pronounced bulge in the crotch area.
The woman is seen dancing in the one-piece in an accompanying video posted on the Adidas website. The camera zooms in at one point to show a patch of chest hair that is protruding over the neckline.
It wasn’t apparent whether the model considers themselves to be male or transgender. BreezyScroll contacted Adidas and Mnisi for comment, but neither organization responded right away. According to the Adidas website, the new “Let Love Be Your Legacy” collection by South African designer Rich Mnisi is “a celebration of self-expression, imagination, and the unwavering belief that love unites.” It was unveiled ahead of June’s Pride Month.
More than 1.1 million Twitter users had seen the tweet by the afternoon, and many of them immediately criticized the company for being “woke.”
One former NCAA swimming champion and women’s rights advocate, Riley Gaines, responded. “Women’s swimsuits aren’t accessorized with a bulge,” she wrote in a tweet.
They could have at least said the suit is ‘unisex,’ but they didn’t because it’s about erasing women
Gaines continued: “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. Ever wondered why we hardly see this go the other way?” In another reply, a user tweeted: “I have breasts, hips, and no need for an extra pouch of fabric around my labia. I guess that means this bathing suit isn’t for me.. or most women. In which other instances do companies advertise to a demographic of ~1%? Women make up ~50% and we’re struggling lol! Make it make sense.”
The same user, who goes by June on the site, later responded that she “can accept” Adidas not wanting “real women as a customer,” but instead urged the brand to “sell it in an LGBT category” rather than marketing it as a women’s bathing suit. In a press release on Monday, Adidas said the line “is inspired by a love letter Mnisi wrote to his younger self,” serving as “a rallying cry for active allyship to empower and champion the LGBTQIA+ community.” Internet personality Oli London tweeted the screenshots from Adidas’ site on Wednesday morning with the caption: “The new Adidas Women’s Swimwear Range modeled by…men.”
Online images also show male-looking models sporting dresses, T-shirts, shorts, and football jerseys with the slogan “Love Wins”
Online images also show male-looking models sporting dresses, T-shirts, shorts, and football jerseys with the slogan “Love Wins.” On a model that appeared to be female, only the plus-size clothes for women were displayed. One individual noted on Twitter that “Maybe Adidas does not like large trans models or skinny female models.” Others mentioned the adage “Go woke, go broke,” which has gained popularity ever since transgender social media personality Dylan Mulvaney was chosen by companies like Bud Light and Nike for partnerships, which ultimately resulted in boycotts and revenue losses. Nike, an Adidas rival, hired Mulvaney last month for a brand deal to promote the clothing line. In a series of Instagram Story photos, Mulvaney announced the collaboration while sporting Nike gear, including trousers and a sports bra.
“Alert the media — I’m entering my workout era,” Mulvaney, a transgender woman, wrote in a caption for her 2 million followers to see. Nike faced outrage over its decision to have Mulvaney promote women’s apparel, and a “Burn Bra Challenge” ensued on TikTok. “I’m running out of brands to wear,” another tweeted, while yet another said they wouldn’t be buying from Adidas again. “On to another brand that respects women,” the user wrote.