The aim of the campaign, as the company emphasized, is to celebrate Pride month by giving its own supportive messages to inclusion and acceptance of diversity.
It has caused a sensation on the internet new Adidas campaign which in its context collection of Pride 2023, featured women’s swimwear worn by male models
The aim of the campaign is to celebrate Pride month giving its own supportive messages to inclusion and acceptance of diversity.
As seen in the related photo, a boy with a hairy chest and a prominent Adam’s apple who is not clear if he is transgender wears a floral one-piece swimsuit.
The design was created by South African designer Rich Mnisi, with Adidas calling it “a celebration of self-expression, imagination and the unwavering belief that love unites”.
In the press release she issued, she clarified that the series “is inspired by a love letter Mnisi wrote to his younger self”.
He went on to say that the company’s goal is for the series to act as “a rallying cry for an active alliance to empower and advocate for the LGBTI community.”+».
The Adidas ‘Pride 2023’ Women’s Swimwear Collection.. Presented by a Man pic.twitter.com/hKT0hnCXvt
— We The Media (@NewWorldNews_) May 17, 2023
In fact, for the project he collaborated with the Olympic gold medalist who actually wrote a letter in which he emphasizes that sports is a place for everyone.
“Regardless of their sexual orientation, gender identity, whatever that is. Every athlete should be free to love you while loving whoever they want and most importantly, be loyal to whoever they are,” he emphasizes.
“There’s already so much hate in the world, saying what people can and can’t do at certain levels and in certain spaces. The field, the pool must be a safe place.”
In any case, Adidas’ move was hotly debated with not a few homophobic and critical comments being posted online
Riley Gaines, an NCAA swimmer and women’s rights activist, expressed her dismay at the company’s initiative.
“I don’t understand why companies would do this to themselves voluntarily. They could at least say the swimsuit is “unisex” but they didn’t because it’s about erasing women. Ever wonder why we hardly see this going in the opposite direction? Women’s swimwear is not a crotch bulge accessory,” she argued in a message on Twitter.
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