Sports brand Adidas is facing controversy for using a male model for its new women’s swimwear.
Adidas is facing backlash for using a male model as the face of a new line of women’s swimwear, Forbes reported on Monday (Nov. 18).
The controversial product is the “Pride 2023” line, which Adidas announced will be available in June. The controversy began when a man wore a one-piece women’s swimsuit with a colorful print. The swimsuit showed chest hair peeking above the neckline and a noticeable bulge in the crotch area.
The Pride collection has reportedly been held annually to show support for LGBTQ people. In recent years, Adidas and other global companies have celebrated June, which is Pride Month, with LGBTQ merchandise and events.
Adidas’ collection was designed by South African designer Richie Mnisi and featured the message “Let Love Be Your Legacy”. This has led to speculation that the male model wearing the pieces is also transgender, although this has not been confirmed.
The sight of a male model in a women’s swimsuit prompted former swimming star and women’s rights activist Lily Gaines to take to Twitter to point out that “women’s swimsuits don’t have convex decorations”. “They could have at least said this swimsuit is ‘unisex’ but they didn’t do it to erase ‘femininity,'” Gaines continued, adding, “I don’t understand why companies would voluntarily do this.”
In addition to swimwear, Adidas also provided photos of male models wearing items categorized as “women’s clothing,” such as one-pieces. “Don’t market it as women’s메이저놀이터, create a ‘transgender’ category and sell it,” some netizens commented.
Republican Representative Nancy Mays publicly expressed her disapproval, saying, “I remember when women, not men, modeled swimsuits,” adding, “What’s clear here is that trans women are not women.”
Republican Congresswoman Marjorie Taylor Green also publicly expressed her disapproval, saying, “Who is telling this company to marginalize women, half the population, and market to transgender people, who make up less than 1% of the population,” and arguing that “companies should put profit above politics.”
Adidas, meanwhile, has not officially responded to the allegations.