Swimming champion Riley Gaines has slammed Adidas after the brand used male models to promote its new line of women’s swimsuits.
Gaines, who was deprived of an NCAA award by trans-identifying swimmer Lia Thomas, took to Twitter in response to a tweet featuring images of the “Pride Swimsuit” modeled by men.
“I don’t understand why companies are voluntarily doing this to themselves,” Gaines tweeted. “They could have at least said the suit is ‘unisex,’ but they didn’t because its about erasing women. Ever wondered why we hardly see this go the other way? Women’s swimsuits aren’t accessorized with a bulge.”
Gaines’ post has since gone viral, with many agreeing that the move by the sports brand was just the latest example of women “being erased” and calling it “sickening.” Rep. Nancy Mace (R-SC) tweeted, “I’m old enough to remember when women actually modeled women’s bathing suits, not men.”
I'm old enough to remember when women actually modeled women's bathing suits, not men. 🙃 https://t.co/kOvXvmDzHt
— Rep. Nancy Mace (@RepNancyMace) May 17, 2023
The Adidas x Rich Mnisi Pride collection of swimsuits was designed by South African designer Rich Mnisi and described on the Adidas website as “a celebration of self-expression, imagination and the unwavering belief that love unites.”
This move follows other big name companies like Anheuser-Busch, Maybelline, Target, and Nike who have chosen to promote woke ideology regardless of their customer base and bottom line.
Gaines’ criticism reflects the popular sentiment that this is yet another example of companies using woke rhetoric to push an agenda that has nothing to do with their actual products.
The controversy is also a reminder that gender-neutral campaigns can often be exclusionary of women, who are frequently erased or ignored in the name of “progress.”
Adidas’ decision to feature male models in its female swimsuit line is a clear indication that the company has failed to recognize the importance of respecting and celebrating female bodies.
Gaines’ response is a reminder that companies must be held accountable for their actions and that women should not be erased in the name of “progress.” As Gaines put it, “Women’s swimsuits aren’t accessorized with a bulge.”
Don't worry, when the cabal collapses and they lose all their money, ESG will cease to exist. Once that's gone, these woke companies will revert back to normal and market to their actual base. Wokeness is only backed by money, it's not organic. https://t.co/2r2awb27yP
— McKaylaRose (@McKaylaRoseRed) May 17, 2023