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 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 , 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.