Adidas (ADDYY) It is the latest company to face criticism for its foray into gender issues.
In April, both buds light up (bud) – Get a free reportAnd Nike (to) – Get a free reportHe faced pressure from people who opposed the companies separate collaborations with transgender influencer Dylan Mulvaney in sponsored social media posts.
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This week, adidas announced a collection and campaign for Pride Month 2023, which will take place in June.
The campaign is called “Let Love Be Your Legacy” and is a collaboration with South African designer Rich Menesi.
The campaign drew some criticism of a model who appeared to be a man in a one-piece swimsuit.
Riley Gaines, an American swimmer and frequent critic of the inclusion of transgender women in women’s sports, took down an image that was part of the campaign.
“I don’t understand why companies would do this voluntarily themselves,” she wrote on Twitter. “They could have at least said the suit was ‘unisex,’ but they didn’t, because it was about erasing women.”
One Twitter user wrote: “Another company from my list” @employee. “I already got rid of all my Nike stuff. At this rate, I’m going to have to sew my own.”
British influencer Ollie London weighs heavier, too.
“Nike and Adidas are at war to see which brand can get the most awake,” London wrote on Twitter. “Both brands now use male models to advertise their women’s sports bras.”
For its part, Adidas seems unfazed by the criticism. The company says the collection is part of its “ongoing commitment to help make sports equal.”
“With an ambition to increase access, equality, and safety for marginalized communities in sport through advocacy and allies, this year adidas continues its ongoing partnership with nonprofit Athlete Ally, which is focused on ending homophobia in sport,” adidas writes. her news website.
“As a brand we believe in the power of collaboration to create a more equal world in sport. We will continue to work with partners like Athlete Ally, listen to LGBTQIA+ athletes and support our communities to create more possibilities – by creating safe and inclusive spaces to express their true selves while playing sport,” he said. Ashley Czarnowski, Senior Director, Adidas Global Purpose.
Mennissy explained his ideas for designing the set appearing in the weeks leading up to June, the month generally used for Pride celebrations in the United States, commemorating the New York City stone riots of June 1969.
“In creating this group, I was strongly motivated to speak to my inner child and express to the world how the LGBTQIA+ alliance can create a legacy of love,” he said. “Bringing these themes together through my visual language, iconic adidas performance, and lifestyle pieces is a powerful combination – making the collection a symbol of self-acceptance and LGBTQIA+ advocacy.”
“I hope this band inspires LGBTQIA+ allies to speak up more for the LGBTQ people they love and not let them fight for acceptance on their own.”
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