Outrage as Adidas uses male model to launch new range of women’s swimwear

The company has been accused of 'erasing women'

The sports company stoked anger following the unveiling of its 'Pride 2023' collection, on sale on the website in the women's section.

Designed by South African designer Rich Mnisi the swimsuit has all the hallmarks of women's sporting apparel.

But the model showing off the near gear has a hairy chest and a bulge in the crotch area.

The choice of the model for the swimwear caused outrage on social media, with some people likening it to the BudLight saga that has seen the company tank in America.

A 'BoycottAdidas' hashtag has begun trending and high-profile athletes have hit out at the company.

"Women's swimsuits aren't accessorized with a bulge," US swim star turned women's rights activist Riley Gaines 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."

Republican congresswoman Marjorie Taylor Greene also hit out at Adidas, asking: "Who is telling these major corporations to alienate women, half the population, in order to market to trans which are less than 1%?

"Businesses are for profit, not for politics. It doesn’t make sense. Who is telling them to do this?"

South Carolina representative Nancy Mace said: "I'm old enough to remember when women actually modeled women's bathing suits, not men."

While one person said: "Nothing sells a swimsuit like a hairy chest and a crotch bulge".

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