Renowned Sports brand Adidas has decided to suspend the sale of World Cup T-shirts after Brazil’s authorities complained they sexualised the country’s image. Brazil’s tourist ministry complained to Adidas – that the t-shirts were overtly sexual and encourage sex tourism.
One of the offending t-shirts contained a cartoon image of a woman in a bikini holding a football with the caption “Looking to score in Brazil?” The other read simply “I love Brazil” with the heart crudely shaped to resemble a woman’s bottom.
According to the ministry, “any links between national icons and images with sex appeal” were against the country’s official marketing policies. “Such an attitude indirectly contributes to committing crimes such as sexual child and adolescent exploitation,” it stated.
Following the controversy, the company said it was withdrawing the T-shirts – a limited edition meant for sale in the United States. A statement from the company said: “Adidas always pays close attention to the opinion of its consumers and partners. Therefore, it is announcing that these products will not be sold anymore.” Adidas is one of the main sponsors of the World Cup and also its ball providers