Adidas, the renowned sportswear brand, is facing criticism on social media after launching its “Pride 2023” swimwear collection, featuring bathing suits under the “women’s” section with the help of a male model. The company’s choice of representation has sparked a wave of backlash from users who argue that it erases the experiences of women.
One particular bathing suit from the collection, the “Pride Swimsuit,” a vibrant one-piece priced at $70, was prominently displayed by a male model who visibly showcased a bulge in the crotch area. A video accompanying the product on Adidas’ website further emphasized the model’s masculinity, zooming in to reveal chest hair above the neckline.
Adidas did not clarify whether the model identifies as male or transgender, leaving the audience uncertain about the intention behind the representation. The swimwear line, titled “Let Love Be Your Legacy,” was created in collaboration with South African designer Rich Mnisi, and was released in anticipation of Pride Month in June. Adidas’ website describes the collection as a celebration of self-expression, imagination, and the unifying power of love.
The controversy surrounding the gender misrepresentation quickly gained traction on social media when it was brought to attention by Oli London, a well-known social media personality. Twitter users criticized Adidas for what they perceived as an unnecessary display of “wokeness.”
Women’s rights activist and former NCAA swim star Riley Gaines pointed out that women’s swimsuits are not typically accessorized with a bulge, questioning why companies willingly engage in such representation. Gaines further highlighted the lack of equal representation, questioning why similar instances rarely occur in reverse.
Another Twitter user expressed frustration, noting that the advertised swimsuit failed to cater to the needs of most women, as it included an unnecessary pouch of fabric around the labia area. The user called for Adidas to reconsider its marketing strategy and suggested categorizing the swimwear as “LGBT” rather than marketing it solely as women’s bathing suits.
Critics also noted that while the “Pride” line featured clothing items labelled under “Women’s,” they were modelled predominantly by males, with the exception of the women’s plus-size clothing, which was shown on a female model.
As the backlash continues, Adidas faces growing pressure to address the concerns raised by its customers and to reconsider its marketing and representation strategies in order to better align with the values of inclusivity and genuine representation for all individuals.
