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'Why do these brands hate women so much?' Adidas courts controversy as male models wear female swimwear

The model's gender identity was not explicitly clarified, leaving uncertainty as to whether they identify as male or transgender

LOS ANGELES, CALIFORNIA: Adidas sparked a viral reaction on Wednesday, May 17, with the release of its 'Pride 2023' collection, which featured what appeared to be men modeling a swimsuit from its women's swimwear line. The choice of models caught attention as they posed in the $70 swimsuit, leaving little to the imagination, as depicted in the full-body shots on the women's swimwear page.

"Let love be your legacy. South African designer Rich Mnisi once wrote that reminder in a handwritten letter to his younger queer self, and today it thrives at the core of the adidas x Rich Mnisi Pride Collection," a description of the shoot released by Adidas, as reported by Washington Examiner, reads. "A celebration of self-expression, imagination and the unwavering belief that love unites, the collaboration explores fluidity, color and patterns. This partnership is one part of our effort to honor the LGBTQIA+ community alongside our Global Purpose partner Athlete Ally."

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Adidas x Rich Mnisi Pride Collection

The swimsuit, identified as the 'Pride Swimsuit', is primarily comprised of recycled and renewable materials, according to Adidas. "We're all unique, but we're all connected by love," the description reads. "That's the message of this adidas swimsuit, designed in collaboration with Rich Mnisi. The exuberant print brings joyful energy to your day at the beach." In an accompanying video on Adidas' website, the model can be seen confidently showcasing the one-piece swimsuit, with the camera zooming in at one point to reveal a patch of chest hair visible above the neckline. The model's gender identity was not explicitly clarified, leaving uncertainty as to whether they identify as male or transgender.

Internet personality Oli London caused a stir on social media by sharing screenshots from Adidas' website. He wrote, "The new Adidas Women’s Swimwear Range modeled by…men." Within just a few hours, the tweet garnered over 4.5 million views on Twitter, with many users swiftly criticizing the brand for its perceived embrace of "woke" culture. "There doesn’t seem to be a single brand left that isn’t woke," London wrote in a follow-up tweet. He wrote a third tweet, saying, "Adidas has launched a new women’s swimwear range for the brands ‘Pride Collection’ featuring male models wearing sports bras and women’s swimsuits."

'Why isn't everything for women about women?'

One aggravated user commented, "I have breasts, hips and no need for an extra pouch of fabric around my labia. I guess that means this bathing suit isn’t for me.. or most women.. In which other instance do companies advertise to a demographic of ~1%? Women make up ~50% and we’re struggling lol! Make it make sense." They continued, "No, why isn't everything for women about women?" "It isn't a women's bathing suit. Sell it in an LGBT category. Hands off women's spaces - big or small," they added.

'Why do these brands hate women so much?'

Many echoed this sentiment, with some going as far as to declare their intention to "Boycott Adidas" in response to the controversy. One said, "It's not for any women. Women don't have penile bulges - nor do they need to have penile bulges removed - because women are born without them," while another commented, "I don’t understand why this is in the women’s section on their website. What part of it would fit a woman?" A third said, "Bring back sexy, fit and FEMALE models! Mostly because I am sick of seeing dudes with d**ks dressed up and mocking women and normalizing fat rolls and unhealthy lifestyles. I said what I said." A fourth added, "I remember when women complained the models were too skinny to be realistic…now they’re too skinny and have the wrong plumbing! Why do these brands hate women so much?"

Designer Rich Mnisi said in a joint statement with Adidas, "In creating this collection, I had a strong impulse to speak to my inner-child and express to the world how LGBTQIA+ allyship can create a legacy of love. Unifying these themes together through my own visual language and adidas’ iconic performance and lifestyle pieces is a powerful combination – making the collection a symbol for self-acceptance and LGBTQIA+ advocacy. My hope is this range inspires LGBTQIA+ allies to speak up more for the queer people they love and not let them fight for acceptance alone."

This article contains remarks made on the Internet by individual people and organizations. MEAWW cannot confirm them independently and does not support claims or opinions being made online.