Bonds is an iconic Australian brand that has long positioned itself as being "for all of us" — everyday families, tradies, battlers, parents, and ordinary Australians who value quality, affordability, and national pride. That trusted image is now at risk with their appointment of musician Keli Holiday (Adam Hyde) as the new face of their Guyfront campaign.

Holiday has made deeply divisive and offensive public comments targeting everyday Australians. In a widely shared video, he unleashed a furious rant calling people "f**king moronic pieces of s**t," labelling them bigots, scum, and "a stain on this country" who "shouldn’t represent this country at all." He went further, telling them they "belong in jail or worse" (which he refused to specify) and repeatedly urged them to "just die" and "don’t procreate."

These remarks are not light-hearted banter — they are toxic, dehumanising attacks that express contempt for the very customers Bonds relies on. A brand built on Australian values should not platform someone who speaks about fellow Australians with such venom and hostility.

Families shopping for underwear and basics deserve better than associating with an ambassador who has shown such disregard for ordinary people. This decision risks alienating loyal customers who expect Bonds to remain neutral, inclusive, and respectful — not embroiled in divisive controversy.

We call 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. Our national brand should bring us together, not celebrate those who tear us apart.

Sign the petition and share it to send a clear message.