The international sports brand launched a pride collection that managed to spark a storm and calls for a boycott of the brand. There is no doubt that this is a preparatory move with a predictable outcome.
The swimsuit was created by South African designer Rich Manisey and released in honor of Pride Month, along with another collection that also includes dresses and blouses. Adidas called the swimsuit "a celebration of self-expression, imagination and the unshakable belief that love unites" The company deliberately chose a model who would create intrigue in order to stimulate the conversation about fashion and gender.