Adidas faced strong social media scrutiny after showcasing a man in its women’s swimwear line within its Pride 2023 collection. The controversy quickly spread across platforms, drawing attention from both fans and critics on daily headlines sites and across sports communities.
The Pride 2023 swimwear range, shown on the women’s section of Adidas’s site, features a model with a visibly hairy chest and a pronounced groin silhouette. Created by South African designer Rich Mnisi, the campaign describes the swimwear as celebrating self-expression, fantasy, and love, signaling a blend of fashion and inclusive messaging.
Reaction on social media included calls to boycott Adidas products. The hashtag #BoycottAdidas trended as athletes and everyday shoppers voiced their views and concerns about the direction of the brand’s marketing choices.
Some voices in the discourse argued that the design and presentation did not align with how women’s swimwear is typically displayed, raising questions about inclusivity and brand identity. A number of observers suggested that a unisex framing might be more accurate, while others debated whether such moves navigate broader cultural conversations about gender and representation.
On the other side of the debate, public figures weighed in with differing perspectives. A notable voice suggested that trading decisions should focus on profit rather than politics and questioned who was guiding Adidas’s marketing strategy. This viewpoint highlighted the tension between commercial aims and social discourse in contemporary advertising.
In the broader business context, Adidas has recently reported results that exceeded some market expectations, presenting a contrast between investor optimism and social debate over its campaign choices.Observers note that brand narratives around inclusion can influence consumer sentiment and, in turn, market performance, even as the company navigates complex conversations about identity, fashion, and sport.
Overall, the discussion reflects a moment when major brands confront evolving norms around gender, representation, and consumer expectations. For teams and retailers alike, the episode underscores how marketing choices can spark wide-ranging dialogue about who a brand speaks to and how it does so, alongside the fundamentals of product design and retail strategy.