Customers desert Adidas after it backs male participation in women’s sports

Adidas’ new promotional campaign highlighting women’s participation in sport has alienated customers by including a biological male alongside women.

The I’m Possible campaign – a variation of its classic ‘Impossible is nothing’ slogan – features a 6ft 4in Brazilian volleyball player who was born male, as well as six women including a dancer with Down’s syndrome and a teenage Olympic medal-winning skateboarder.

The advert proclaims: “It’s impossible. To take hold of the world’s spotlight overnight. Create your own uniform. Be a cover model. A powerful athlete. Or compete as a trans woman. Impossible? No. I’MPOSSIBLE.”

Star player

The trans athlete, now known as Tifanny Abreu, competed at an elite level in Brazilian and European volleyball leagues as a man before ‘transitioning’ in 2014 aged 30. In 2017, he received permission to compete in the top women’s professional league in Brazil – one of the most competitive in the world, where he quickly became a star player.

The leading advert for the campaign has been viewed on YouTube over 27.5 million times in just over six weeks. The public has not responded positively, with only 1,100 people saying they ‘liked’ it, meaning it received just one like for every 25,000 views.

YouTube removed its ‘dislike counter’ feature from the platform six months ago, but many in the video’s comment’s section expressed their disappointment that they were unable to see how many others had disliked it, prompting agreement from hundreds of others.

‘An attack on women’

More than 3,000 people commented on the video, with almost all expressing their disappointment at Adidas’ decision to promote trans participation in women’s sport.

Comments ranged from those announcing their decision to boycott Adidas products, to those who sarcastically praised the company’s “progressive and brave” decision to “promote unfairness”.

One parent wrote: “I support my athlete daughter – an actual female. The promotion of men in women’s sports is absolutely vile. This is shameful and an attack on women”, while another said: “I don’t want my daughter to have no chance to play sports because of men playing dress up in women sports.”

A commenter who identified herself as a former female athlete said: “I will never support biological males competing against biological females and calling it ‘equal’ in athletics. This ‘woke-ism’ is tragically erasing the aspirations and dreams of our up and coming future female athletes. Keep fighting ladies!!!”

Propaganda

A related video in the same campaign shone the spotlight on Abreu, with the volleyball player saying: “I am Tifanny Abreu. I play for Brazil and for all trans women. So when you cheer my name, we all win. On and off the court, my story is not impossible. Because I’m possible.”

Abreu was first highlighted by the sportswear brand last year in another video, in which a narrator explained: “She always embraced who she was. She only saw possibilities. To do something that’s never been done before.

“To become the first trans woman to compete at Brazil’s highest level. And to use her platform so the entire world could see possibilities. To embrace our identities with bravery and acceptance for all people.”

Abreu also claimed in that video: “I’m in the space that is rightfully mine.”

Women miss out

A spokesman for The Christian Institute said: “Adidas has made a calamitous error in backing male participation in women’s sport. If the reaction to this campaign is anything to go by, women will be deserting the brand in their droves.

“It should be obvious for anyone to see how biological sex affects physiology. Abreu is approaching 40, but because he was born male he is a standout player among women more than a decade younger at their physical peak.

“This is not the space that is rightfully his, but is a space that should be reserved for women. Every time his name is on the team sheet, a true woman misses out. That is grossly unfair, and Adidas should not claim it is something worth praising.

“This campaign is pure misinformation, because most people recognise that changing your biological sex is indeed impossible.”