Adidas and Nike's inclusive campaigns have prompted backlash online with people accusing them of being 'woke' through their choice of models. But here's why it's important for brands to support trans people who are increasingly under attack 👇
to showcase a sports bra, and now, Adidas is facing similar backlash after unveiling a new Pride swimsuit.But for Danielle St James, chief executive of, a charity that supports trans adults, the rhetoric is yet another 'sad state of affairs'.
'Seeing yourself reflected in someone else can be revelatory, this is why I am such a champion of brands embracing Pride season and carrying their support on throughout the year.'Adidas's new Pride collection, which has been designed by queer South African designer Rich Mnisi, has been made in collaboration with non-profit Athlete Ally, which works to end homophobia and transphobia in sports - making the backlash and hate even more disappointing.
One woman complained: 'WOW I’m already boycotting Nike now I gotta boycott adidas. Someone should make a list of non-woke companies so we can give them our business.' 'They could have at least said the suit is"unisex", but they didn’t because it’s about erasing women. Ever wondered why we hardly see this go the other way?'And unfortunately, these are some of the more tame comments out there.
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Animal shelter's hilarious (and adorable) drawings go viralDaniel Piper is Creative Bloq’s Senior News Editor. As the brand’s Apple authority, he covers all things Mac, iPhone, iPad and the rest. He also reports on the worlds of design, branding and tech. Daniel joined Future in 2020 (an eventful year, to say the least) after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more. Outside of Future, Daniel is a global poetry slam champion and has performed at festivals including Latitude, Bestival and more. He is the author of Arbitrary and Unnecessary: The Selected Works of Daniel Piper (Selected by Daniel Piper).
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