Adidas is in trouble because male models are wearing swimsuits made for women.

At the time, Davies described using Mulvaney to promote the bra as a “kick in the teeth” for women. This week, beer brand Miller Lite defended its “pro-women” ad following a conservative backlash.

The beer brand released an advertisement celebrating Women’s History Month with comedian Ilana Glazer condemning Miller and other beer brands’ past use of scantily clad women to sell their products.

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Clay Travis, a conservative commentator, described both Budweiser and Miller Lite as “broken” in response to the ads, stating that they had “no idea who actually consumes their products”. The swimming costume is sold in the women’s section of the Adidas US website in women’s clothing sizes.

The UK Adidas website advises that the swimsuit is sold under its UniteFit gender-neutral sizing system, “created according to different body types, shapes, and sizes, instead of gender norms and standards”.

The company advises what size to buy for customers who usually buy men’s or women’s sizes. Rich Mnisi, the designer, said: “In creating this collection, I had a strong impulse to speak to my inner child and express to the world how LGBTQ+ allyship can create a legacy of love.

“Unifying these themes together through my own visual language and Adidas’ iconic performance and lifestyle pieces is a powerful combination, making the collection a symbol for self-acceptance and LGBTQ+ advocacy.

“My hope is that this range inspires LGBTQ+ allies to speak up more for the queer people they love and not let them fight for acceptance alone.”

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