Adidas UK “My Body My Swim” Campaign Has Drowned
Adidas UK “My Body My Swim” Campaign Has Drowned. Adidas UK released the first images from their SH3-ro swimsuit range launch.
“My Body My Swim”
Adidas UK “My Body My Swim” Campaign Has Drowned. Adidas UK released the first images from their SH3-ro swimsuit range launch. The launches campaign is branded “My Body My Swim.” Maya Jama, Nadya Okamato, Chessie King, and Jada Sezer can all be seen Pictured in these early images. They all share stories of learning to love swimming and their bodies.
Adidas UK’s Body-Positive Message Catching Hell
Adidas UK’s body-positive message completely missed the mark and they are catching hell for it.
On paper, the brand is saying celebrated all different body types but visually showing only women with bodies that are readily expected by society. Many of the “conventionally attractive” women used for the campaign received some backlash themselves. With comments thanking them for the message but being tone-deaf not to include requesting a much wider range of bodies within the campaign.
The Sizes Are Limited Too!
Note Maya Jama comes from Black heritage. However, as a light-skin Black she skin tone mirrors all the other women pictured within the campaign.Â
And as to be hit with the knock-out punch the body-positive campaign swimwear line has limited styles over an XL.
The body-positive movement began with Black women wanting to highlight their style. Wanting to fight against fat-shaming and send a message of fat acceptance. It feels at times this movement has been hijacked for profit and a trendy tagline like Adidas UK’s ’embrace and befriend your body.’
Adidas UK has since removed the “My Body My Swim” campaign information from the site’s blog. The US side of the Adidas brand recently received backlash when they partnered with the Queen Bee Beyonce’s brands IVY Park and the inaugural collection excluded true plus-sizes by stopping at size18.
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