Adidas, the renowned sportswear firm, is facing backlash and calls for a boycott after featuring a swimwear line in its Pride 2023 collection that was designed by two male models. Riley Gaines, a former NCAA swimmer, has taken a stand against what she perceives as the erasure of women in the company’s advertising.
The swimwear line, titled “Let Love Be Your Legacy,” is available for purchase on Adidas’s website under the women’s section for $70. The male models used in the promotional images for the collection are described as 6 feet 2 inches tall, with a 34-inch chest, a 27-inch waist, hairy chests, and noticeable bulges. One of the models even wore a sports bra during the shoot.
Gaines, who previously competed against transgender swimmer Lia Thomas at the NCAA championship, has been vocal about her opposition to including transgender athletes in women’s sports. She expressed her disappointment with Adidas, stating that seeing men featured in advertisements for women’s clothing is not only disheartening and demeaning but also feels like a betrayal.
As an athlete, Gaines hopes that others will join her in criticizing Adidas for their choice of models. She understands that speaking out against it may pose challenges, but she believes it is essential for athletes, particularly women who have grown weary of such campaigns, to take a stand. Gaines acknowledges that there may be risks involved, such as potential repercussions on sponsorships, but she believes it is a risk worth taking.
This controversy comes on the heels of a recent Bud Light ad campaign that prominently featured transgender influencer Dylan Mulvaney. The decision to include a male model in the swimwear line has only fueled the ongoing debate around the inclusion of transgender athletes and the representation of women in sports marketing.
Adidas has defended the swimwear line, describing it as a celebration of self-expression, imagination, and the belief in the unifying power of love. The design was created by South African designer Rich Mnisi, who opted to use a female model for the design images on his website, including British Olympic diver Tom Daley’s husband, Dustin Lance Black.
Daley, who has collaborated with Adidas on their Pride campaigns for several years, expressed his fury at the exclusion of transgender athletes from elite competitions in swimming and diving. However, Gaines expressed doubt that Daley would sever ties with Adidas over the use of biologically male models, believing that he would support and celebrate their inclusion.
The portrayal of male models wearing women’s swimwear in the Adidas campaign has raised eyebrows and sparked criticism. While men modeling women’s apparel is not entirely uncommon, the asymmetric representation has drawn attention and raised concerns about the fair portrayal of women and the meaning of femininity.
Many social media users have expressed their disapproval and called for a boycott of Adidas. Influential figures like Republican representative Marjorie Taylor Greene and former NYPD Commissioner Bernard Kerik have also spoken out against the campaign. The use of male models in women’s clothing has been deemed unacceptable and a departure from the traditional modeling practices of women’s apparel.
Critics argue that businesses should focus on profit rather than becoming entangled in political controversies. The decision to feature male models in women’s swimwear has puzzled many, leading to questions about who is influencing these major corporations and their marketing strategies.
Adidas’s recent collaboration with rapper Kanye West, which resulted in significant unsold inventory, has already drawn criticism and affected the company’s financial performance. The decision to burn unsold “Yeezy” products, which were previously highly popular, has caused Adidas to cut dividends to shareholders and could potentially result in the company’s first annual loss in 30 years.
Adidas CEO Bjorn Gulden aims to steer the company past the setbacks caused by the collaboration with Kanye West and rebuild the brand using a strategic approach that considers both global and local factors. Gulden has expressed his determination to return the company to profitable growth by 2024 by implementing measures such as reducing discounts and optimizing inventory management.
Amidst the controversy surrounding the male models in the swimwear line, Riley Gaines has been actively advocating for women’s rights in sports. She recently lobbied lawmakers in support of the Women’s Bill of Rights, which seeks to legally recognize biological sex as a distinct category. Gaines praised the efforts of Tennessee and Texas legislatures in safeguarding the integrity and safety of female athletes in collegiate sports.
The call for a boycott of Adidas has gained traction on social media, with numerous individuals expressing their disappointment and frustration. Nancy Mace, a lawmaker from South Carolina, reflected on the days when women would model women’s bathing suits and criticized the decision to feature men in the advertising campaign.
The backlash against Adidas is not an isolated incident. Nike, a major competitor in the sportswear industry, faced similar criticism when they enlisted transgender influencer Dylan Mulvaney as a marketing ambassador for their athletic apparel. The decision sparked outrage, leading to a significant drop in sales and a trending social media challenge called the “Burn Bra Challenge.”
In the midst of the controversies surrounding Adidas and Nike, the focus on inclusivity and representation in sports marketing has become a contentious issue. Some argue that the industry should prioritize profitability and avoid getting involved in political matters. Others assert that companies have a responsibility to promote diversity, inclusivity, and fair representation.
The collaboration between Adidas and Rich Mnisi was intended to convey a message of self-acceptance, LGBTQ+ advocacy, and allyship. Mnisi emphasized that he aimed to inspire straight allies to become stronger advocates for the LGBTQ+ community. However, the use of male models in women’s swimwear has overshadowed the intended message and sparked a larger debate about the representation of women in advertising.
As the controversy continues to unfold, the impact on Adidas remains to be seen. The company’s response to the criticism and its willingness to address concerns about women’s representation will play a significant role in shaping public perception and potential sales. The sportswear industry, as a whole, may need to reflect on its marketing strategies and ensure they align with societal expectations and promote inclusivity without erasing the experiences and identities of specific groups.
In the end, the outcome of this controversy will serve as a reminder that companies must navigate the delicate balance between profit-making and social responsibility. The voices of athletes like Riley Gaines, who advocate for the fair treatment of women in sports, highlight the importance of representation and inclusivity. It is through open dialogue and thoughtful actions that the sportswear industry can strive to create a more inclusive and equitable future for all athletes, regardless of their gender identity.