Rival underwear brand hits out at Bonds after customers threatened to boycott the iconic company for hiring Abbie Chatfield's boyfriend Adam Hyde: 'Go woke, go broke'

A rival Australian underwear brand appears to have seized on the growing backlash facing Bonds after the company unveiled controversial singer Adam Hyde as the face of its latest campaign.

Tradie, fronted by former Bachelor star Nick 'Honey Badger' Cummins, shared a cheeky new advertisement on Instagram after Bonds was inundated with criticism over its decision to hire Hyde, with many social media users declaring they were ditching the heritage brand in favour of its competitor.

The video showed a shirtless Cummins standing in a dry paddock wearing a pair of grey Tradie trunks and a wide-brimmed hat as he welcomed customers to the brand.

'Welcome aboard, you'll never look back,' the caption read.

The timing was not lost on followers, who immediately linked the campaign to the controversy surrounding Bonds' decision to hire Hyde, who performs under the stage name Keli Holiday.

'Go woke, go broke'. Utter brilliance. Tradies have my full support now, as much as they will support me,' one follower wrote.

Another declared: 'Yeah f*** you Bonds! Glad to support Aussie owned and woke free!'

'Looks like I'm buying my hubby Tradie from now on,' another added.

'Much better ambassador too,' one person commented.

Another simply wrote: 'Marketing superstars.'

One follower praised the campaign's timing, writing: 'Impeccable timing.'

Another added: 'The Honey Badger! That's why we're all supporting Tradies undies now.'

Others applauded the company's marketing team.

'Give your marketing team a pay rise,' one follower wrote.

Another suggested Bonds had unintentionally driven customers straight to its biggest rival.

'Must be nice rocking up to work on a Monday morning and finding out your biggest competitor has just sent a huge portion of their customers your way!' they wrote.

'I know I appreciated the wake up call that I should be supporting an actual Aussie company anyway!'

Former Married At First Sight bride Carly Bowyer also appeared to praise the campaign, commenting: 'Top work team. That's how you trend Jack.'

The reaction comes after Bonds announced Hyde as the face of its campaign celebrating the 25th anniversary of its iconic Guyfront Trunk.

The underwear giant said the musician would front a limited-edition collection marking the milestone, but the announcement quickly descended into a social media pile-on.

'How did we go from @robertirwinphotography to this clown,' one person commented, referring to former Bonds ambassador Robert Irwin.

'Boycott Bonds,' another wrote.

'You've lost me. He's a total bloody flog. Read the room Bonds,' a third added.

'This is deadset the worst move for Bonds ever,' another commented.

The campaign comes during a turbulent period for Hyde, 37, who made headlines in May after he was detained at the US-Canada border and denied re-entry into the United States while on tour, forcing him to cancel the final show of his North American tour.

While US authorities have never publicly explained why Hyde was refused entry, the incident fuelled online speculation following controversial comments made last year by his girlfriend, media personality Abbie Chatfield, about US President Donald Trump.

Chatfield has since apologised for the remarks, insisting she does not support political violence and regrets making the video.

Daily Mail Australia has contacted Tradie for comment.