Signs of Boycott Movement Emerging on SNS
Global German sportswear brand Adidas has recently sparked controversy by featuring a model who appears to be male in its new women's swimwear line.
Photos of the swimwear worn by the model are posted on the Adidas website. On social media (SNS), there are even calls for a boycott of Adidas.
A female swimsuit from Adidas' 'Pride 2023' collection released on the 15th. A model who appears to have male physical characteristics is showcasing the swimsuit. [Photo from Adidas official website]
On the 18th (local time), the US Daily Mail and New York Post reported that Adidas released product photos showing a male model wearing women's swimwear.
According to the reports, the swimwear worn by the male model is from the newly launched 'Pride 2023' line. The model, wearing a colorful one-piece swimsuit, has a noticeably bulging crotch area and visible chest hair.
The media stated that it is unclear whether the model is male or transgender. Adidas has also not commented on the model.
This marketing campaign appears to have been launched to celebrate the Pride 2023 collection, released ahead of June, which is recognized as LGBTQ Rights Month (Pride Month).
Pride Month was established to commemorate the Stonewall Riots in June 1969, when LGBTQ individuals in New York's Stonewall Inn resisted police raids and arrests. Every year during Pride Month, queer festivals are held in major cities worldwide, including New York, San Francisco, Toronto, and S?o Paulo.
One of the main models for Adidas's collection is Tom Daley, a famous British diver and openly gay athlete. In addition to swimwear, male models were also used for some women's clothing items in the Pride line.
Not only Adidas but also other global companies have celebrated Pride Month in June by releasing LGBTQ (Lesbian, Gay, Bisexual, Transgender, Queer) products or hosting related events.
Products are released under the name 'Pride Edition,' especially prominent in industries such as smartphones and fashion, where individuals can express their personal identity.
The sign prohibiting the Adidas logo bears the phrase "Erasing women leads to these kinds of results." [Photo by Twitter capture]
There are some critical voices regarding Adidas's decision to use a model who appears male for women's swimwear. Swimmer Riley Gaines pointed out, "Women's swimsuits do not have bulging decorations," and said, "I don't understand why companies voluntarily engage in this kind of marketing."
US Republican Congresswoman Marjorie Taylor Greene stated, "Who is telling this company to alienate half the population, women, and market to less than 1% transgender individuals?" She emphasized, "Companies should prioritize profit over politics."
Additionally, the hashtag ‘#BoycottAdidas’ is trending among those who vow not to purchase Adidas products in the future.
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