Adidas faces boycott over male model in swimsuit campaign

Critical voices about an Adidas campaign. It has to do with a swimsuit on the website of the German sports brand that is worn by a male model. The swimsuit in question is part of the Adidas x Rich Mnisi Pride Collection, which the company describes as a celebration of self-expression and a partnership aimed at honoring the LGBTQIA+ community, in collaboration with their Global Purpose partner, Athlete Ally.

According to Helen Joyce, Director of Advocacy at Sex Matters, an organization that advocates for the recognition of the importance of gender in rules, laws, policies, language and culture, this move by Adidas is seen as an attempt to “grab attention through currency to strike out of the transgender movement”. According to The Times, Adidas “threatens to alienate its core customer base in exchange for volatile publicity”.

The swimsuit description from Adidas states that it represents the message of inclusiveness and love and highlights the unique yet interconnected nature of individuals. The company says the swimsuit, designed in collaboration with Rich Mnisi, exudes vibrant energy and brings joy to one’s beach experience.

This article originally appeared on FashionUnited UK. Translation and editing into Dutch by Caitlyn Terra.

Editor’s note May 22, 2023: This article has been edited after publication to remove transphobic quotes by third parties used to illustrate this article. FashionUnited does not want to give a platform to these statements.