Adidas is the latest brand to face backlash over unique choice of models and ambassadors just like Bud Light

Sportswear brand Adidas has come under fire after launching a new women's swimwear collection which appeared to be modelled by a male. 

The model wearing a swimsuit under the womenswear section appears to be a male with a hairy chest and bulging crotch - the website does not state whether the model identifies as male, female transgender or other - and the model is also featured on the website wearing items available for men.

The fashion brand launched the new swim range as part of the ‘Pride 2023’ collection created by South African-based designer Rich Mnisi. Adidas describes the collection as “A celebration of self-expression, imagination and the unwavering belief that love unites”. 

Adidas has come under fire over their choice of model with many people commenting on social media calling for a ‘boycott’ of the brand after trying to ‘erase women'. 

This comes just one month after transgender influencer Dylan Mulvaney caused controversy after modelling a Nike sports bra in a paid partnership with the company. The influencer shared multiple images of herself wearing Nike Zenvy leggings and Alate bra whilst doing a range of exercises. Drinks brand Bud Light also saw sales drop after their partnership with the trans-influencer. 

Anthropologie is another fashion label that caused outrage after trying to be forward thinking with their marketing. The brand shared a video of male ballet dancer Harper Watters wearing their women's wear collection.

The caption read “Never anthro-apologize for being fabulous!”

However social media users weren’t happy and commented on the post also urging fans to boycott the brand.