Adidas has sparked calls for a boycott after launching a new range of women’s swimwear using what appears to be a man as the model.
The company was accused of ‘erasing women’ and is the latest target of conservative anger over ‘woke’ marketing, after Bud Light saw sales drop last month following outrage over its partnership with transgender influencer Dylan Mulvaney.
The swimsuit range is part of Adidas’s ‘Pride 2023’ collection, and is for sale on the website in the women’s section.
However, 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 swim suit is ‘a celebration of self-expression, imagination and the unwavering belief that love unites’.
Read more: Adidas launches women’s swimsuit… but the model showing off the ‘Pride 2023’ costume appears to be a man