Adidas is capitalizing on the trans trend by promoting biological men as models for women’s swimwear.
Meanwhile, artist Kanye West’s Yeezy brand is being sold off by clothing giant Adidas, with the proceeds to be donated to the far-right Jewish power organization Anti-Defamation League (ADL).
It was via a press release that Adidas announced on Friday that it intends to sell off its remaining stock of Yeezy shortly. The value is estimated at around €1.3 billion, with the lion’s share of the proceeds to be donated to various “anti-racist groups”.
Yeezy is a brand initially launched in collaboration with the famous rapper, artist and designer Kanye West – also known as Ye. Adidas terminated the partnership with West in October 2022 after he criticized the high level of Jewish influence in American media companies.
– After careful consideration, we have decided to begin releasing some of the remaining Adidas Yeezy products, Adidas CEO Bjorn Gulden said in a statement.
Proceeds from the sale of West’s products go to organizations such as the notorious far-right Jewish lobbying organization Anti-Defamation League (ADL).
– Selling and donating was the preferred option among all organizations and stakeholders we spoke to. There is no place in sport or society for hate of any kind and we remain committed to fighting against it, Gulden continues.
Adidas also donates money to advocacy organizations such as the Philonise & Keeta Floyd Institute for Social Change, which describes itself as “a movement for social justice”. This is run by Philonise Floyd, the brother of robber and porn actor George Floyd who was portrayed by the mainstream media as an icon of the violent black power movement BLM when he died of an overdose during a police arrest.
Female swimwear – male model
The advertising campaign for the new women’s swimwear collection is showcased by the clothing giant in a film featuring a biological man with a hairy chest and a distinctive bulge on his crotch.
The launch of the swimwear is part of the Adidas Pride 2023 collection and has attracted a lot of attention.
Adidas has launched a new women’s swimwear range for the brands ‘Pride Collection’ featuring male models wearing sports bras and women’s swimsuits.
Here is a video advertising their new women’s collection 👙⬇️💬 pic.twitter.com/3tKgNbwDKP
— Oli London (@OliLondonTV) May 17, 2023
The campaign is deemed to have affected Adidas products, with calls for a boycott of the company under the hashtag #BoycottAdidas. Adidas has not received much support from political feminists either, but rather the opposite, where it has been expressed that Adidas mocks women and erases them by having them portrayed by men. A number of leading sports figures have voiced such criticism, including American swimming star and women’s rights activist Riley Gaines, who has criticized the phenomenon of allowing biological males to compete as women.
I dont understand why companies are voluntarily doing this to themselves. 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 arent accessorized with a bulge https://t.co/ysHK8e5H9l
— Riley Gaines (@Riley_Gaines_) May 17, 2023
The management of Adidas defends the strategy by stating that the intention is not to mock and belittle women and that they want the male swimsuit model to be seen as “celebration of self-expression, imagination and the unwavering belief that love unites”.