Sports apparel brand, DryWorld Industries, has been accused of sexism following the unveiling of its new kit sponsorship deal with Brazilian soccer side, which featured partially clothed women and products with washing instructions saying 'give it to your wife'.
The Canadian sports company recently agreed a five-year partnership with Brazilian soccer side, Clube Atlético Mineiro, and on Monday (15 February) revealed the new kit at a special launch event in Belo Horizonte.
The approach taken to showing off the new strips has engulfed the brand in a sea of criticism after the fashion show-like event featured semi clothed models taking to the runway in the new tops.
The players paraded down the catwalk sporting the full new uniform however the organisers appeared to forget to give any of the women taking part the shorts or socks.
DryWorld are being accused of sexism after yesterday's presentation of Atletico's new kits. No wonder why. pic.twitter.com/WpMWhypuzQ
— Lucas Sposito (@LucasSposito_) February 16, 2016
In an interview with SuperEsportes , the commercial director of the company, Valquírio Cabral said that responsibility for the parade was the club of Belo Horizonte, and that the foreign company did not impose the use of bikini models at the event. This did little to quell the anger of people across social media though.
@DRYWORLD_IND Have you no conscience? No shame? No excuses: you are responsible fpr your own sexist actions. Hand that to your management. — FMK (@Fernkray) February 17, 2016
Further criticism has been directed at the brand, which was founded in 2011 by Canadian entrepreneurs Brian McKenzie and Matt Weingart, for the washing instructions printed on some of its products. Photos of DryWorld products show the care label saying ‘Give it to your wife’ which has also angered people across social media.
@DRYWORLD_IND I'm MASSIVELY disappointed in this sexism. Can you explain this? Doubt I'll buy a jersey now. pic.twitter.com/sBOq47cmrQ — Riley (@riley_globetrtr) February 16, 2016
@DRYWORLD_IND . I don't get it. We are in 2016 there is no more room for objectification and sexism. Bad move Very disappointing. part 4
— glenda (@HumanOrToaster) February 16, 2016
The company released a statement in response to the controversy over the labels which said: ”DryWorld Industries sincerely apologizes for the design of the label on the inside of the T-shirts given away at last night’s launch."
The statement said that the tag was “created as a sample for an ad campaign,” and added that the company accepted “full responsibility for the wrong shirts being distributed."