Bonds named Adam Hyde ambassador; a 2025 video turned shoppers against the pick

Bonds, the Australian underwear brand owned by Hanesbrands, chose Adam Hyde — frontman of the dance act Peking Duk under his solo name Keli Holiday, and partner of reality star Abbie Chatfield — as ambassador for GUYFRONT 25, the anniversary of its long-running men's underwear campaign. The appointment was announced in late June 2026.

The pick collided with a video from 2025 in which Hyde told people marching against immigration to 'just die'. The clip resurfaced as the ambassador deal was announced, and a Change.org petition calling on Bonds to immediately drop him as ambassador gathered around 1,900 verified signatures. A creator who had filmed with the brand published a video pressing for consistency between the brand's values and its chosen face.

Bonds did not publicly respond or drop him, and Hanesbrands was not named in the reporting. The company was left running an anniversary campaign under a boycott threat, with the controversy around the ambassador doing the talking the brand had hoped its own message would do.