Model Arvida Byström 'sent rape threats' after appearing in Adidas campaign with hairy legs

New campaign: Artist Arvida Byström, 26, in an Adidas ad
Adidas Originals
Hatty Collier5 October 2017

A Swedish photographer and model said she has received rape threats after appearing in an Adidas campaign baring her hairy legs.

Artist Arvida Byström, 26, featured in the sportswear giant’s “Icons of Tomorrow” campaign last week to promote the new Adidas Superstar trainers.

Ms Byström, who does not shave and often posts photos of her body hair on her social media accounts, posed for the ad wearing a new pair of the grey sneakers, pink socks, a pink t-shirt and a corset dress.

But when the campaign video went live on the Adidas website, she received a barrage of abuse in the comments section for displaying her hairy legs with some describing her as “disgusting” and a “dirty feminist imbecile”.

She later shared a message with her 192,000 Instagram followers claiming that she had received rape threats in the wake of the ad campaign.

Ms Byström said: “My photo from the @adidasoriginals superstar campaign got a lot of nasty comments last week.

"Me being such an abled, white, cis body with its only non-conforming feature being a little leg hair.

“Literally I've been getting rape threats in my DM inbox. I can't even begin to imagine what it's like to not possess all these privileges and try to exist in the world.

“Sending love and try to remember that not everybody has the same experiences being a person.

“Also thanks for all the love got a lot of that too.”

She was hailed by many women writing in the comments section for refusing to conform to stereotypes.

One wrote: “Wow, it is something absurd to say in 2017 but she is so brave to show natural legs. You go girl! I heard she received rape threats for hairs. Men are free to choose, why not women?”

Another said: “Thank you Adidas for showing a woman how she really is and what femininity really implies.”

“Thank you for being brave to show off your lovely hairy legs.

"They are as beautiful as the rest of you and women should be as valid with or without their natural body hair.

"It is feminine and for many sexy too. Kudos to you and pity the blinkered haters – your body, your choice.”

Beneath the campaign video, Adidas wrote: “Arvida Byström is an artist, photographer, model and cyber sensation.

“Known for her photography, which questions femininity and gender standards using so-called “girly” aesthetics.”

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