June is Pride Month and Adidas has released its Pride-themed merchandise. One item is a women’s swimsuit and since this is 2023, it is modeled by a man, complete with chest hair and a distinct bulge where a biological woman does not bulge. The 2023 collection is titled “Let Love Be Your Legacy“. The swimsuit is a design of South African designer Rich Mnisi.

Other than the standard capitulation to proving how woke they are as a company, why would Adidas do this? Does anyone think woman will look at the swimsuit and think it looks good on a man and therefore will look good on her, too? Does Adidas think there are so many men out there that are buying women’s swimsuits that it has to advertise one with the summer line of garments? What in the world is anyone in advertising thinking these days?

I’ll admit it, I just don’t get it. The trans community is a very small one. Even the gay community is a small minority in comparison to the general population. Why go through the bad publicity for such a small return? Didn’t the other models feel uncomfortable modeling with a man dressed in a woman’s swimsuit? The collection is meant to be “a powerful statement promoting freedom of expression, encouraging allyship, and championing the LGBTQIA+ community.” That’s fine but was the woman’s swimsuit really necessary?

The new Adidas Women’s Swimwear Range modeled by…men 👙🩱 pic.twitter.com/aVatbam0go

— Oli London (@OliLondonTV) May 17, 2023

NCAA swim star and activist fighting against the cancellation of women in women’s sports, Riley Gaines, weighed in.

Internet personality Oli London tweeted the screenshots from Adidas’ site on Wednesday morning with the caption: “The new Adidas Women’s Swimwear Range modeled by…men.”

By the afternoon, more than 1.1 million Twitter users saw the tweet — many of which were quick to slam the brand for going “woke.”

Among the replies was one former NCAA swim star and women’s rights activist Riley Gaines. “Women’s swimsuits aren’t accessorized with a bulge,” she tweeted.

Gaines continued: “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?”

Adidas has launched a new women’s swimwear range for the brands ‘Pride Collection’ featuring male models wearing sports bras and women’s swimsuits.

Here is a video advertising their new women’s collection 👙⬇️💬 pic.twitter.com/3tKgNbwDKP

— Oli London (@OliLondonTV) May 17, 2023

Bill Gates’ friend had the same thoughts as I did.

How would this be appealing to women? What woman would look at this and say, “Yes, this would look great on me…” pic.twitter.com/Gl3Z0V7OEB

— Liz Churchill (@liz_churchill9) May 17, 2023

Other clothing items in the new Pride line are labeled “Women’s” but modeled by males

Women’s dresses, T-shirts, shorts and soccer jerseys touting “Love Wins” are also seen online being worn by models who appeared to be male.

Only the women’s plus-size clothing was shown on a model who appeared female.

“Maybe Adidas does not appreciate large trans models or skinny female models,” one user pointed out on Twitter.

Yikes! I mean, did Adidas see all the brouhaha caused by Bud Lite’s poor advertising decision or any of the other unfortunate decisions by companies jumping on the woke bandwagon to increase sales and think, “We’ve got to get us some of that?” Maybe it is trying to keep up with Nike, the company that used Dylan Mulvaney to promote a new sports bra. He has no need for a sports bra but that didn’t stop Nike from hiring him.

Dang it @adidas ! I was just starting to like you. On to another brand that respects women! No more #Adidas purchases for me. https://t.co/rNcKM75vcZ

— John Seibold (@SeiboldG8r) May 17, 2023

Women and men who respect them have to band together and demand that the cancellation of women in sports and in advertising stop. This is crazy.

Adidas issued a brief statement of warm and fuzzy nothingness.

Ashley Czarnowksi, Senior Director of adidas Global Purpose, shares the brand’s vision, “We as a brand believe in the power of collaboration to create a more equal world of sport. We will continue to work with partners such as Athlete Ally, listen to our LGBTQIA+ athletes and support our communities to create more possibilities – by creating safe and inclusive spaces to express their authentic selves while playing sport.”

It’s not inclusive to push women out. We’ll see if Adidas suffers in public opinion like Bud Lite and other companies have. It’s time to stop the madness.