Australian underwear brand Bonds is facing significant criticism and calls for a boycott after announcing musician Adam Hyde, also known as Keli Holiday and boyfriend of media personality Abbie Chatfield, as the ambassador for its 25th anniversary Guyfront Trunk campaign. The announcement, made Sunday, revealed Hyde would model three limited-edition designs.
The brand's decision immediately sparked backlash on social media, with many users questioning the choice and threatening to cease purchasing Bonds products. Comparisons were drawn to previous ambassadors, with one user writing, "How did we go from @robertirwinphotography to this clown." Others expressed disappointment, with comments ranging from "Boycott Bonds" to "Time to burn our bras."
Hyde, 37, has been involved in several controversies in recent months. In May, he was detained at the US-Canada border and denied re-entry into the United States, forcing the cancellation of his final North American tour date in New York. Hyde, performing as Keli Holiday at the time, stated he spent the day detained despite believing he held the correct travel documentation. A representative confirmed his return to Australia following the incident. US authorities have not publicly explained the reason for his denied entry. This incident fueled online speculation, particularly after his girlfriend, Abbie Chatfield, apologized for controversial remarks made in a video the previous year. In the video, Chatfield made finger gun gestures while discussing political violence in the United States, which many interpreted as referring to then-President Donald Trump. Chatfield later issued an apology, stating she regretted the video and did not support political violence, clarifying her remarks were intended as a punchline about incels and not a call for assassination. There is no evidence to suggest US authorities linked Hyde's denied entry to Chatfield's comments.
Additionally, Hyde withdrew from performing at a major horse racing event earlier this year after his booking drew criticism from fans. The Bonds campaign marks Hyde's most significant commercial endorsement to date. Bonds has not yet issued a public comment on the backlash.