Twitter erupted in controversy on Wednesday as photos promoting a new Adidas women’s swimsuit featuring a male model sparked outrage and disgust among many users.
The uproar began when a social media influencer shared two photos of a man wearing the brand’s new “Pride swimsuit” with the caption, “The new Adidas Women’s Swimwear Range modeled by…men.” The post ignited the controversy that followed.
@LibsOfTikTok, a Twitter account, further fueled the discussion by sharing a video of a man donning the swimsuit, accompanied by the caption, “Biological male models women’s swimsuit in [Adidas] new pride collection ad.”
Criticism flooded the comments section of both posts, with many expressing their disappointment in the athletic brand for what they perceived as an overly “woke” approach.
Some users demanded a return to “sexy, fit, and female models,” echoing a popular slogan. Frustration stemmed from the perception of men dressing up and mocking women while simultaneously normalizing unhealthy habits such as poor diets and body acceptance.
“WTH?,” exclaimed one Twitter user in response. “What a horrible and bizarre thing!”
Another individual tweeted, “That is just gross, and Adidas is now added to my ever-growing list of places I will never shop again! Stand up and get out of debt!”
One user pointed out, “I have breasts and hips and no need for an extra pouch of fabric around my labia.” They concluded that this swimsuit was unsuitable not only for themselves but for most women, urging businesses to take a more logical approach given that women make up half of the consumer market and face their own unique challenges.
Expressing their disbelief, another user commented, “Oh, how wonderful that they are showing how your pubic bulge can be so defined.” The sentiment was that the situation was nothing short of a joke.
Many internet users vowed to boycott businesses that embraced what they perceived as radical gender theory, emphasizing their intention to avoid supporting such companies.
“I hope this continues to happen because it helps us identify who we should avoid buying from,” shared one user, echoing the sentiments of many others.
“Companies are underestimating the level of anger and disgust this is generating,” expressed a concerned third party.
During the latest episode of “The Megyn Kelly Show” on Sirius XM, host Megyn Kelly passionately criticized Adidas in the opening segment of her podcast. She labeled the company’s actions “disgusting” and asserted that “women do not have bulges in their bathing suits.”
“Now we have to consider the bulge when we’re simply trying to find our bikinis,” Kelly told her audience, expressing her repulsion. She emphasized that such visuals were unwelcome and repulsive.
Adidas joins the ranks of other major brands, including Anheuser-Busch, Maybelline, Target, and Nike, which have recently embraced promoting wokeness, despite potential negative impacts on their businesses.