Controversy Surrounds Adidas’ Release of ‘Pride 2023’ Women’s Swimsuits Modeled by a Man

Adidas is facing criticism after unveiling its “Pride 2023” swimwear collection with a male model showcasing the bathing suits in the “women’s” section on the company’s website.

One of the advertised bathing suits, a colorful one-piece named the “Pride Swimsuit” priced at $70, was modeled by an apparent male with a noticeable bulge in the crotch area.

An accompanying video on Adidas’ site features the model in the one-piece, with the camera zooming in at one point to reveal a patch of chest hair above the neckline.

👉 For more insights, check out this resource.

The company did not clarify if the model identifies as male or transgender.

👉 Discover more in this in-depth guide.

The new line, designed by South African designer Rich Mnisi and named “Let Love Be Your Legacy,” was released ahead of Pride Month in June, celebrating self-expression, imagination, and the enduring power of love, according to Adidas’ site.

On Wednesday, May 17, social media personality Oli London shared screenshots from Adidas’ site with the caption: “The new Adidas Women’s Swimwear Range modeled by…men.”

Many Twitter users criticized the brand for being too “woke.”

Former NCAA swim star and women’s rights activist Riley Gaines tweeted: “Women’s swimsuits aren’t accessorized with a bulge.”

Gaines added: “I don’t understand why companies are voluntarily doing this to themselves. They could have at least labeled the suit as ‘unisex,’ but they didn’t because it’s about erasing women. Ever wondered why we hardly see this go the other way?”

Another user tweeted: “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 market to a demographic of ~1%? Women make up ~50% and we’re struggling lol! Make it make sense.”

The same user suggested that she “can accept” Adidas not wanting “real women as a customer,” but urged the brand to “sell it in an LGBT category” instead of marketing it as a women’s bathing suit.

The swimwear is not the only item in Adidas’ new Pride line labeled under “Women’s” but seemingly modeled by males.

Only the women’s plus-size clothing was featured on a model who appeared female.

“Maybe Adidas does not appreciate large trans models or skinny female models,” one user pointed out on Twitter.