Continuing the corporate push to virtue signal for ESG scores and celebrate Pride Month, Adidas was undeterred by recent the Bud Light and Miller Lite marketing fiascos as it rolled out a new swimsuit ad featuring what would appear to be a biological male donning traditional female swimwear.
The model appeared to be sporting a hairy chest and noticeable bulge.
As with the disastrous beer campaigns, which are still impacting Bud Light sales several weeks later, it is unclear to whom Adidas is marketing its new line of bathing suits. Men constitute roughly 80% of beer drinkers and historically nearly 100% of women have worn one-pieces that cover both the lower and upper portion of a bather’s body.
Instead of trying to reach a larger audience or even maintaining one, it seems Adidas is more worried about scoring points with the woke brigade than running a business.
“Adidas has launched a new women’s swimwear range for the brands ‘Pride Collection’ featuring male models wearing sports bras and women’s swimsuits,” Twitter account Oil London posted.
The New York Post wrote that the latest questionable campaign was part of the company’s “Pride 2023” collection and that the rainbow-colored one-piece was selling for an insanely high price, saying:
Adidas this week launched its “Pride 2023” swimwear collection, advertising bathing suits on its web site under the “women’s” section with the help of a model that appeared to be male.
One of the bathing suits — a colorful one-piece called the “Pride Swimsuit” that was being advertised for $70 — was being shown off by an apparently male model who also was also displaying a noticeable bulge in the crotch area.
An accompanying video on Adidas’ site shows the model sashaying in the one-piece, with the camera at one point zooming to reveal a patch of chest hair rising above the neckline.
It was unclear if the model identifies as a male or is transgender.
While the visuals were quite brazen, it took a different approach than Miller Lite’s foray into its feminist foray into revisionism. For those that haven’t seen that one, here you go:
“Here’s a little-known fact,” the ad spot begins, featuring one of the last people on earth most men would want to drink with, continuing with a liberal interpretation of historicity, “Women were among the very first to brew beer ever. From Mesopotamia to the Middle Ages to Colonial America, women were the ones doing the brewing.”
“Centuries later, how did the industry pay homage to the founding mothers of beer? They put us in bikinis. Wow. Look at this s***. Wild. It’s time beer made it up to women,” the person then says, still stomping around as if trying to convince herself she was a serious person.
“So today, Miller Lite is on a mission to clean up not just their s*** the whole beer industry’s s***. Miller Lite has been scouring the internet for all this s*** and buying it back so they can turn it into good s*** for women brewers. Literally good s***. How you ask? Ladies, take it away.”
“First we turn the batch s*** into compost that we keep compost towards pushed s*** out beautiful fertilizer,” another angry-looking and angry-sounding woman states. “That good s*** helps farmers grow quality hops, which has been donated to women brewers to make their own really good s***,” says another.
“But there’s definitely more s*** out there. Your Attic in the garage and your parent’s basement. Send any s*** you’ve gotten to Miller Lite and they’ll turn that into good s*** too. So here’s to women, because without us there would be no beer,” the ad finishes.
