Adidas Pride 2023 women’s swimsuit modeled by a man

Adidas has courted controversy after launching a new range of women’s swimwear using what appears to be a man as the model. 

The swimsuit range is part of the brand’s ‘Pride 2023’ collection, and is for sale on the website in the women’s section. However, the model showing off the swimwear has a hairy chest and a bulge in the crotch area.

It’s not stated whether the model identifies as a man or as trans.  

The swimsuit was created by South African designer Rich Mnisi and released to honour Pride Month. Adidas have said the swim suit is ‘a celebration of self-expression, imagination and the unwavering belief that love unites’.

The bathing suits are flaunted by a model with a crutch bulge evident and chest hair peeking out from the top

However, the choice of the model for the swimwear hasn’t gone down well with everyone.

Oli London, a boy band member who is well-known for his multiple ethnic plastic surgery procedures, shared screenshots on Twitter from the Adidas site with the caption: ‘The new Adidas Women’s Swimwear Range modelled by…men’.

‘There doesn’t seem to be a single brand left that isn’t woke,’ he said.  

The post had been seen by more than five million Twitter users, many also took aim at the brand.

‘BoycottAdidas’ hashtag has begun trending and many high-profile athletes have hit out at the company.

‘Women’s swimsuits aren’t accessorized with a bulge,’ U.S. swim star turned women’s rights activist Riley Gaines tweeted. 

‘I don’t understand why companies are voluntarily doing this to themselves. They could have at least said the suit is ‘unisex,’ but they didn’t because it’s about erasing women.’

‘Adidas launches new women’s swimwear range, the ‘Pride Collection’ — using MALES to model sports bras and WOMEN’S swimsuits, Oh f**k off. Honestly,’ another person said.

Twitter wasn’t happy about the use of what appeared to be a male model for the Adidas pride swimwear range

Adidas’ Pride line also features t-shirts, shorts and sportswear that say ‘Love Wins’ which are also worn by what appear to be male models.

‘Just check out that womanly bulge… Adidas infuriatingly uses biological male models to advertise women’s swimsuits, and bras,’ wrote another.

‘Nothing sells a swimsuit like a hairy chest and a crotch bulge,’ a third posted.

Many also joked that Adidas and Nike are battling it out for who can ‘go broke’ first after the competitors become ‘increasingly woke’.

In April, Nike used trans social media star Dylan Mulvaney to promote their activewear.

The transgender actress posted’ ‘Alert the media — I’m entering my workout era’ alongside pictures showing off Nike’s range.

Following its choice of Mulvaney as a brand ambassador to show off women’s apparel, a ‘Burn Bra Challenge’ began on TikTok and many slammed Nike’s choice on social media.

Adidas’ Pride line also features t-shirts, shorts and sportswear that say ‘Love Wins’ which are also worn by what appear to be male models.