A petition has been launched by shoppers calling on the Australian underwear brand Bonds to remove musician Adam Hyde, also known as Keli Holiday, from its latest campaign. The Change.org petition, which had gathered nearly 1,900 signatures, argues that Hyde's appointment jeopardizes the brand's long-standing image as a family-friendly Australian company.
The petition states that Bonds has built its reputation on appealing to "everyday families, tradies, battlers, parents, and ordinary Australians." It alleges that Hyde's past inflammatory social media comments are incompatible with the values many customers associate with the retailer. The petitioners are calling on Bonds to "immediately drop Keli Holiday as ambassador and choose a representative who truly embodies Australian unity and respect for everyday Aussies, rather than division and insults." They further assert that "Our national brand should bring us together, not celebrate those who tear us apart."
The controversy emerged shortly after Bonds unveiled Hyde as the model for three limited-edition designs celebrating the 25th anniversary of its Guyfront Trunk. The collaboration quickly faced criticism on social media, with many questioning the brand's choice of ambassador. Previous Bonds ambassadors, such as Robert Irwin, were referenced by critics contrasting with the current appointment.
This backlash follows a turbulent period for Hyde. In May, he was detained at the U.S.-Canada border and denied re-entry into the United States while on tour under his Keli Holiday project. This incident forced the cancellation of the final stop of his North American tour in New York. At the time, Hyde informed fans via Instagram that he believed he possessed the correct travel documentation and was seeking clarity on the situation. A representative later confirmed his return to Australia.
Daily Mail has contacted Bonds for comment.