Adidas World Cup T-Shirts Promote Brazilian Stereotypes


The head of the Brazilian tourism board blasted Adidas for marketing a pair of t-shirts that promote stereotypes about the Latin American country.

According to The Huffington Post, to promote the FIFA World Cup, Adidas released two t-shirts inspired by Brazil’s “reputation” for sexiness. One reads, “Lookin’ to Score” and features a  woman in a bright green bikini holding a soccer ball on a beach. The shirt presumably refers both to scoring goals and "scoring" with Brazilian women. 

Another shirt reads "I [Hearts] Brazil", and features an image of a heart that appears to double as a woman’s behind wearing a thong. 

Flávio Dino, the head of the Brazilian Tourism Board, trashed the shirts in comments to the local press, asking the company to pull the items from stores. 

“We don’t accept that the World Cup be used for illegal practices, like so-called sexual tourism,” he told Brazilian news agency O Globo. “We ask that Adidas put a stop to the sale of these products. Brazil has harsh laws to deal with sexual abuse and the police will act on these cases in the national territory.”

What are your thoughts on the shirts? 

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Cristina Arreola, Associate Editor

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