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

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

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.”

 

 

 




Please login with linkedin to comment

    Latest comments
    1. I love this and I love that adidas gets that a range of real body types wear their clothes. Trans folk exist, men wear womenswear and vice versa – get used to it. Like the comment in the piece ‘they’re only clothes’ and the more diverse bodies we can see in them, the better.

    2. ”Adidas said the campaign is “a celebration of self-expression, imagination and the unwavering belief that love unites””…..tripe that makes you spew.

      mob of woke marketing f@#ktards….along with those 1%ers they are trying to appeal to.

Adidas Bud Light

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]