Adidas under fire as male model wears their women’s Pride 2023 swimsuit in new advert

ADIDAS was yesterday accused of “erasing women” over a woke advert featuring a biological male in a swimming costume.

Its Pride 2023 collection prompted hashtag “Boycott-Adidas” to trend online.

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Nike has had flak for a sports bra ad using .

Former Olympic swimmer Sharron Davies tweeted: “Yet again a male gets paid to advertise a product vastly aimed at women!

“Adidas, if you want to design a swimsuit for trans women, right on.

"They have different needs. But stop gaslighting women?”

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Marathon runner Mara Yamauchi added: “If this is aimed at female swimmers, there are thousands of wonderful, athletic females @adidasUK could have paid to model this. Brands erasing women.”

Adidas said it was “a celebration of self-expression, imagination and the unwavering belief that love unites”.

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