Adidas launches women's swimsuit for 'Pride 2023' but model appears to be a man

The new swimwear range is part of Adidas's 'Pride 2023' collection and items can be purchased from the women's section on its website.

However, the model showing off the new range on the site has a hairy chest and a bulge in the crotch region.

It it not stated whether the model identifies as a man or as trans.

The swimsuit collection was released to honour Pride Month and was created by South African designer Rich Mnisi.

Adidas have said the swim suit is "a celebration of self-expression, imagination and the unwavering belief that love unites".

The choice of the model has caused outrage on social media with a "BoycottAdidas" hashtag trending.

"Women's swimsuits aren't accessorized with a bulge," U.S. swimmer turned women's rights activist Riley Gaines tweeted.

"I don't understand why companies are voluntarily doing this to themselves. They could have at least said the suit is "unisex", but they didn't because it's about erasing women."

Republican congresswoman Marjorie Taylor Greene added: "Who is telling these major corporations to alienate women, half the population, in order to market to trans which are less than 1 per cent?

"Businesses are for profit, not for politics. It doesn’t make sense. Who is telling them to do this?"

"Adidas launches new women's swimwear range, the 'Pride Collection' — using MALES to model sports bras and WOMEN'S swimsuits, Oh f**k off. Honestly," another person said.

Many also joked that Adidas and Nike are fighting it out for who can "go broke" first after the competitors become "increasingly woke".

In April this year, Nike used trans social media star Dylan Mulvaney to promote their activewear.

Following its choice of Mulvaney as a brand ambassador to show off women's clothing, a "Burn Bra Challenge" began on TikTok and many slammed Nike's choice on social media.