B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Cannes Lions
  • Anthony Albanese
  • Federal Election
  • Thinkerbell
  • NRL
  • State of Origin
  • B&T Women in Media
  • AI
  • Spotlight on Sponsors
  • ARN
  • Channel 10
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: “Absolute Assault On Being Female!” Adidas Becomes Latest Brand To Play With Trans Marketing, Gets Quickly Roasted!
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > “Absolute Assault On Being Female!” Adidas Becomes Latest Brand To Play With Trans Marketing, Gets Quickly Roasted!
Marketing

“Absolute Assault On Being Female!” Adidas Becomes Latest Brand To Play With Trans Marketing, Gets Quickly Roasted!

Staff Writers
Published on: 19th May 2023 at 10:15 AM
Staff Writers
Share
3 Min Read
SHARE

Clearly having not learned any lessons from the recent Bud Light trans disaster, German sportswear brand Adidas is the latest brand to dip its toe into the murky world of trans marketing.

The brand has just launched its ‘Pride 2023’ swimwear collection ahead of Pride month in June, advertising a swimming costume on its website under the ‘women’s’ section using a model that appears to be male who sports a noticeable bulge in the crotch department.

It is unclear if the model identifies as a male or is transgender.

The new Pride range was designed by South African designer Rich Mnisi and is called “Let Love Be Your Legacy”. The campaign also features high-profile gay advocate, the British Olympic gold medal diver, Tom Daley, and American trans activist, Jari Jones.

Adidas said the campaign is “a celebration of self-expression, imagination and the unwavering belief that love unites”.

Interestingly, a report in yesterday’s New York Post (read it HERE) said trans activists were finding it harder to get deals following the Bud Light/Dylan Mulvaney fiasco.

Olympian Tom Daley for Adidas

The Adidas campaign soon attracted a lot of attention – and not necessarily positive – posting over a million hits on just the first day with many people belittling the work as just more “woke”.

American swim star and women’s rights advocate, Riley Gaines, led the backlash. “Women’s swimsuits aren’t accessorised with a bulge,” she 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. Ever wondered why we hardly see this go the other way?”

Another non-fan 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 advertise to a demographic of ~1 per cent? Women make up ~50 per cent and we’re struggling lol! Make it make sense.”

Anti-trans campaigner Oli London and former Team GB Olympic swimmer Sharron Davies, who has campaigned against trans inclusion in sport, were also quick to jump on the topic.

Davies used the hashtag #AdidasHatesWomen and said trans inclusion is “moving towards an absolute assault on being female” and “what that means to women”.

However, the campaign also found its supporters too.

As one person rightly noted, “They’re only clothes.”

Another said, “It’s not that serious.”

“Who. The. Hell. Cares. Don’t want to see it, don’t look, it’s really simple,” a third penned.

One fan of the swimsuit wrote: “Who cares about the models, I love the look of the swimsuit.”

 

 

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Adidas, Bud Light
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

ActewAGL Appoints AFFINITY As Its Full-Service Agency
24/06/2025
David Hovenden On B&T’s Women In Media In The Australian
24/06/2025
“That Night Nearly Destroyed Me, But It Also Lit A Fire Inside”: What UnLTD’s Adland Bail Out Taught Me About Justice, Hope & Shame
24/06/2025
Vale Dominic Proctor, A Giant Of Adland Who Set Up Mindshare & Transformed The Industry 
24/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?