Adidas faces criticism for “erasing women” in its swimsuit ad: a reflection of the fashion industry’s gender problem.

Adidas Swimsuit Ad Criticized for “Erasing Women”: A Wake-up Call for Gender Equality

In May 2023, Adidas launched its “Let Love Be Your Legacy” collection and campaign, which aims to promote allyship, freedom of expression, and inclusivity in sports and culture. However, the brand’s effort to support the LGBTQ+ community has faced backlash for “erasing women” from its advertising. The swimsuit ad that features a male model showcasing women’s swimsuit drew criticism from former NCAA swimmer and women’s sports activist Riley Gaines, among others. The advertisement has reignited the conversation on gender equality, representation, and inclusivity in the fashion industry and the advertising sector.

A Misstep in Gender Equality Advocacy

The “Let Love Be Your Legacy” campaign’s messaging aims to promote love, acceptance, and inclusivity in the LGBTQ+ community, which is a noble cause and a step towards promoting social justice. However, the execution of the campaign has elicited criticism for its exclusionary nature towards women. The use of a male model to introduce women’s swimsuits erases the experiences, perspectives, and emotions of women. The representation of women in advertising has often been problematic, and this Adidas ad serves as an unfortunate reminder of how companies still make missteps in gender equality advocacy.

A Coordinated Effort?

The criticism of the Adidas swimsuit ad has raised questions about whether the push towards gender equality is a coordinated effort or mere coincidence. “Outnumbered” co-host Kayleigh McEnany expressed concern over the speed at which companies are embracing the “woke” culture. In recent years, many brands have pledged their support for gender equality, diversity, and inclusion. However, some critics argue that some companies only use these social justice issues as a marketing ploy without implementing meaningful changes internally.

While the criticism of the Adidas swimsuit ad is valid, it is crucial to acknowledge the importance of representation and inclusivity in advertising to promote a more equitable society. However, companies need to be more mindful of how they execute such campaigns to ensure that they do not unintentionally perpetuate the same gender biases and stereotypes they sought to eliminate.

The Call for Action

The backlash against the Adidas swimsuit ad presents a call for more significant action towards promoting gender equality and representation in the fashion and advertising industry. Companies need to consult diverse teams and incorporate diverse perspectives in their advertising strategies to ensure inclusivity and representation. Additionally, brands should go beyond just advertising messages to implement policies that promote gender equality within their organizations functionally.

Moreover, it is essential to continue advocating for gender equality at all levels of society, not just in the fashion and advertising industry. Gender equality is a human rights issue, and everyone needs to be involved in the efforts to ensure that women’s experiences, perspectives, and voices are represented and valued.

The Bottom Line

The criticism of the Adidas swimsuit ad serves as a wake-up call to examine our commitment to gender equality and representation. While the push towards social justice issues is commendable, we must be more cautious in our execution. Brands and individuals need to take more significant action to promote gender equality, representation, and inclusivity. Ultimately, we must remember that gender equality is not just a brand or a marketing strategy, but a human rights issue that requires our unwavering commitment.