Adidas has recently unveiled its captivating “Pride 2023” swimwear collection, showcasing an array of vibrant bathing suits on their website. However, some customers have raised concerns about the gender representation in the marketing images. One particular swimsuit, called the “Pride Swimsuit,” labeled under the “Women’s” section, features a male model who exudes confidence while wearing the colorful one-piece. Although the model’s appearance has sparked discussions, with visible chest hair and a noticeable bulge, it remains uncertain whether they identify as male or transgender.
The new swimwear line, created by South African designer Rich Mnisi and named “Let Love Be Your Legacy,” serves as a powerful homage to self-expression, imagination, and the belief that love unites. Released ahead of Pride Month in June, this collection encapsulates the spirit of inclusivity and empowerment for the LGBTQIA+ community.
While the portrayal of the swimsuit has drawn attention and raised eyebrows, Adidas has yet to respond to inquiries regarding the marketing choices. Social media platforms have become a battleground for opinions, with Twitter users expressing their outrage and questioning the brand’s alignment between the clothing’s gender labels and the models’ appearances.
One user, Riley Gaines, a former NCAA swim star and advocate for women’s rights, pointed out that women’s swimsuits are not typically accompanied by a visible bulge. The sentiment resonated with many, leading to discussions about the erasure of women in certain marketing campaigns. Users expressed their frustration with companies seemingly neglecting the majority of their female customer base, with one suggesting that the swimsuit should be categorized and marketed under the LGBT section, rather than as a women’s bathing suit.
Adidas has faced criticism not only for the swimsuit in question but also for other clothing items in their Pride line labeled as “Women’s” yet seemingly modeled by males. This incongruity has led some individuals to question the brand’s appreciation for diverse body types and gender identities.
Comparisons were drawn to other brands that faced backlash after collaborating with transgender influencers, resulting in boycotts and profit losses. These incidents have fueled the catchphrase “Go woke, go broke,” which criticizes companies for prioritizing inclusivity and representation.
Despite the mixed reactions, Adidas remains steadfast in their commitment to celebrating diversity and fostering allyship within the LGBTQIA+ community. As discussions continue to unfold, the brand’s response to the concerns raised by their customers remains highly anticipated.
