Adidas cast model Arvida Byström for its new Superstar campaign. The model is incredibly outspoken about challenging conventional beauty ideals, and frequently poses with her body hair on display.

After Adidas published the photo to its Instagram account, things began to take a turn for the worse.

A few days after the photo was posted on the official Adidas account, Byström revealed that she's been on the receiving end of rape and death threats.

She acknowledged her privilege while reposting the photo, saying everyone needs to accept the fact that everyone has different experiences and different bodies.

"Me being such an abled, white, cis body with its only nonconforming feature being a lil [sic] leg hair," she said in her caption. "Literally I've been getting rape threats in my DM inbox. I can't even begin to imagine what it's like to not posses all these privileges and try to exist in the world."

While most supported her choice to leave her leg hair as is, she was still attacked by trolls who don't get how body hair works.

Wow, you're about to be in for a real treat when you get out from that rock you've been living under.

The only "shame" is that we're not educating people that all forms of body hair are OK.

Body hair is up to the owner of the body. If she chooses to shave, wax, or remove hers in any way, that's her choice. If she doesn't, that's still totally up to her, and not some morons on the internet.

Adidas responded to the backlash and defended Byström.

In a statement, Adidas said it was "honored to work with creators like Arvida for their creativity, diversity and unique ideas."

The platform for creators, it continued, is "a platform for positivity, discussion and change".

Remember: It's your body, it's your hair, it's your business.

No one is allowed to tell you what to do with your body or the hair that sprouts from it. Hair is hair. It's not that serious, and it's no one's business but your own.