BJJ community reacts strongly to perceived contradiction with sport’s values
Hyperfly, a well-known Brazilian Jiu-Jitsu (BJJ) brand, is under fire after announcing a limited edition collaboration with Playboy. The announcement, which featured the iconic Playboy bunny logo on BJJ gear, sparked intense backlash from the community — prompting Hyperfly to release a public statement and pause the project.
Hyperfly’s Statement
In their post, Hyperfly acknowledged the criticism and wrote:
“We hear you — and we want to extend our deepest apologies to anyone who feels disappointed or let down by this collaboration. We humbly respect the concerns being voiced and want you to know that this partnership was not entered into lightly.”
The company attempted to clarify its intent, stating that today’s Playboy is “led and shaped by mostly women, working to rewrite its own narrative.” However, they admitted that this evolution does not change how the brand is still perceived:
“We understand that, for many, this certainly doesn’t change the impact, and how it may make you feel, and for that, we sincerely apologize. You are our priority.”
The post concluded with the announcement that the collaboration would be paused:
“We’ve decided to pause this collaboration for now and take time to reflect on the criticism we’ve received. We’re listening, and we’re learning.”
Community Backlash
The BJJ community, however, didn’t hold back. Comments flooded Hyperfly’s post, many questioning the logic behind partnering with a historically controversial brand known for objectifying women.
@ossferatu:
“What’s next, throwing the Brazzers logo onto a no-gi collection? Playboy has never been about female empowerment.”
@lo_furneaux:
“This sport already struggles with the over-sexualisation of its female athletes… Partnering with Playboy is not just tone-deaf, it’s harmful.”
@samanthacookbjj:
“This partnership doesn’t reflect the values many women in our community train for. Empowerment isn’t about image — it’s about respect, safety, and choice.”
@seven62x51:
“The very LAST thing I want anyone in my school thinking about during class is SEX. That ‘cute little bunny’ is THE LAST thing I’m comfortable seeing on a gi… I’m extremely disappointed and am unfollowing.”
A Divided Conversation
Not all responses were negative. A few fans supported the collaboration or reacted with humor. One user commented:
“Can someone please explain to me how this is women’s empowerment?”
What’s Next for Hyperfly?
The brand now finds itself in a critical position, needing to rebuild trust with its community — especially its female athletes — and reconsider how it aligns its identity with broader cultural symbols.
As Hyperfly wrote in their closing remarks:
“Our community is what makes HYPERFLY. Without it we are just another brand.”
Only time will tell how the brand navigates forward — but one thing is clear: the BJJ community is watching closely.
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