The German apparel company Adidas has gone viral after launching its “Pride 2023” collection, in which it uses what appears to be biological men to model swimsuits that are a part of its women’s swim line.
“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 Adidas shoot says.
The company describes the swimsuit campaign as a way to “honor the LGBTQIA+ community alongside our Global Purpose partner Athlete Ally.”
“A celebration of self-expression, imagination, and the unwavering belief that love unites, the collaboration explores fluidity, color, and patterns,” the company said, describing the swimsuit.
Adidas goes on to say that the message of its swimsuit campaign is that “We’re all unique, but we’re all connected by love.”
The reception to the campaign from Adidas has not been entirely positive, with many criticizing the company for not using women to advertise and model women’s apparel.
Riley Gaines, a former D1 swimmer, took to social media to share her thoughts. Gaines has recently received backlash and praise, depending on what side of the aisle you’re on, for her comments about transgender athletes in sports. Earlier this week, she testified before Congress on the matter.
There are those who are praising the move from the company, saying it’s an act of inclusivity.
Still, since the move, calls to boycott the company, similar to those that followed Anheuser-Busch’s decision to hire trans-activist Dylan Mulvaney, have broken out.
The company has not commented on the backlash.
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