Adidas pulls raunchy World Cup T-shirts at Brazil's request

BRASILIA Wed Feb 26, 2014 6:43am IST

The Adidas logo is pictured on a shirt during the company's annual news conference in Herzogenaurach March 7, 2013. REUTERS/Michael Dalder/Files

The Adidas logo is pictured on a shirt during the company's annual news conference in Herzogenaurach March 7, 2013.

Credit: Reuters/Michael Dalder/Files

Related Topics

Stocks

   

BRASILIA (Reuters) - Adidas agreed on Tuesday to stop selling two raunchy T-shirts months ahead of the World Cup in Brazil after the government complained that they associated the country with sexual tourism.

One shirt shows a bikini-clad woman with open arms on a sunny Rio de Janeiro beach under the word-play "Looking to Score." The other has an "I love Brazil" heart resembling the upside-down buttocks of a woman wearing a thong bikini bottom.

Adidas (ADSGn.DE), the world's second-largest sportswear maker, said the shirts would not be sold anymore, adding in a statement that they were from a limited edition that was only on sale in the United States.

The shirt designs touched a nerve in Brazil, where people often complain about foreign stereotypes of Brazilian sensuality. Brazil's government is campaigning aggressively to shed the country's reputation as a destination for sex tourism.

"Embratur strongly repudiates the sale of products that link

Brazil's image to sexual appeal," the Brazilian tourism board said in a statement that asked the German multinational to pull the shirts from its stores.

The shirts went on sale in Adidas shops in the United States while Brazil is preparing to host the World Cup soccer tournament, which kicks off on June 12.

Adidas is one of the main sponsors of the event organized by soccer's governing body FIFA and the maker of its official ball.

President Dilma Rousseff, Brazil´s first woman president, said her government would crack down on sex tourism and the exploitation of children and adolescents during the Cup, which is expected to draw 600,000 foreign fans.

"Brazil is happy to receive tourists for the World Cup, but it is also ready to combat sex tourism," she said in a burst of Twitter messages that included a hot line number to report cases of sexual exploitation.

The ministry of women´s affairs said the shirts were not just offensive to Brazilian women but exposed them to the "barbarism" of sexual predators.

"This is all the more shocking in a country that just elected a women as its highest authority, which brought greater respect for women and zero tolerance for any form of violence against them," a ministry statement said.

(Reporting by Anthony Boadle; Editing by Dan Grebler and Richard Chang)

FILED UNDER:
Comments (0)
This discussion is now closed. We welcome comments on our articles for a limited period after their publication.

  • Most Popular
  • Most Shared

REUTERS SHOWCASE

Diwali Sales

Diwali Sales

Gold sales jump about 20 pct for Diwali - trade body  Full Article 

World Bank Rival

World Bank Rival

Three major nations absent as China launches W.Bank rival in Asia  Full Article 

Microsoft Earnings

Microsoft Earnings

Microsoft sales beat Street hopes, cloud profits up.  Full Article 

U.S. Economy

U.S. Economy

Spectre of no-inflation world looms over Fed's return to normal  Full Article 

Insider Trading

Insider Trading

Rengan Rajaratnam, SEC to settle civil insider trading charge.  Full Article 

Wal-Mart India

Wal-Mart India

Murali Lanka appointed as Wal-Mart India operations chief  Full Article 

Market Watch

Market Watch

Betting on the beaten up? Investors pin hopes on stocks in Europe, Japan.  Full Article 

India Insight

India Insight

Kalki Koechlin on her role as a disabled girl in “Margarita, With a Straw”  Full Article 

Reuters India Mobile

Reuters India Mobile

Get the latest news on the go. Visit Reuters India on your mobile device.  Full Coverage