An Australian underwear brand has seemingly capitalized on the controversy surrounding Bonds' decision to hire controversial musician Adam Hyde as the face of its latest campaign. Tradie, a brand fronted by former Bachelor star Nick 'Honey Badger' Cummins, shared a new advertisement on Instagram that has been interpreted by many social media users as a direct response to the backlash Bonds is facing.
The Tradie advertisement features Cummins in a dry paddock, wearing the brand's trunks and a hat, with a caption that reads, "Welcome aboard, you'll never look back." Social media users quickly linked the ad's timing to the criticism Bonds received for hiring Hyde, who performs as Keli Holiday. Many commenters expressed support for Tradie, with some explicitly stating their intention to switch their purchasing from Bonds.
One user commented, "Go woke, go broke. Utter brilliance. Tradies have my full support now, as much as they will support me," echoing sentiments seen across social media platforms.
Another user stated, "Yeah f*** you Bonds! Glad to support Aussie owned and woke free!" The sentiment was echoed by others who praised the timing and marketing of the Tradie campaign.
The controversy for Bonds began when the company announced Hyde would be the face of a limited-edition collection celebrating the 25th anniversary of its Guyfront Trunk. The decision quickly led to a significant backlash on social media, with many users expressing disappointment and calling for a boycott of the heritage brand. Comparisons were drawn to former Bonds ambassador Robert Irwin.
Adam Hyde, the boyfriend of media personality Abbie Chatfield, has been a subject of public scrutiny. In May, Hyde was detained at the U.S.-Canada border and denied re-entry into the United States, forcing him to cancel a concert. While U.S. authorities did not publicly disclose the reason for the denial, the incident fueled speculation online, partly connected to controversial comments made by Chatfield about U.S. President Donald Trump. Chatfield has since apologized for her remarks.
Daily Mail Australia has contacted Tradie for comment.