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16th Feb 2016

Canadian Sportswear firm accused of sexism after Brazilian football team’s controversial kit launch


Having won their first Copa Libertadores title a few years back, Atlético Mineiro are a prominent name in South American football.

This week, the club showed off their new home and away kits ahead of the new Brazilian season – made by Canadian company Dryworld.

As is obligatory for most football teams these days, the unveiling of the new strips was done via a fancy kit launch party.

Unfortunately for Dryworld, their launch idea sees them accused of sexism.

Images of the new home shirt being sported by women, who don’t appear to have been given any of the new kit’s shorts or socks, have drawn criticism.

Another brainless idea was to tag Dryworld products with ‘Give It To Your Wife’ above the care label, which is also angering people.

A debrief for Dryworld’s marketing team? We think so.