Adidas recently took a serious fashion risk when they unveiled their most recent design, a “shackle” sneaker.
The new shoe, created by Beverly Hills resident Jeremy Scott, immediately sparked controversy throughout the country, as many took quick offense to the parallels the design drew to slavery. The internet quickly began to blow up with negative reactions, but offense was not limited to theUnited States. On June 19, 2012 El Mundo, one of the main publications of Spain, published an article regarding the shoe on the front page of their website.
That’s right. Adidas now finds themselves thrust into the spotlight of an international crisis. Spaniards also reacted with outrage:
“Wow obviamente no había nadie de color en la habitación cuando el equipo de marketing autizo esto.”
(Translation: “Wow, obviously no one of color was in the room when the marketing team authorized this.”)
“Nuestros antepasados lucharon sangre, sudor y lágrimas, ¿cómo podemos ser tan tontos y convertir el dolor en un accesorio?”
(Translation: “Our ancestors fought blood, sweat and tears. How can we be so stupid and convert pain into an accessory?”)
According to an article in the Seattle Times regarding the shoe, Adidas had a bit of a defensive reaction as they hastily made the following statement:
“The design of the JR Roundhouse Mid is nothing more than the designer Jeremy Scott’s outrageous and unique take on fashion and has nothing to do with slavery. Since the shoe debuted on our Facebook page ahead of its market release in August, Adidas has received both favorable and critical feedback. We apologize if people are offended by the design and we are withdrawing our plans to make them available in the marketplace.”
In the end, the athletic corporation realized they had one option: to pull the design, lick their wounds and carry on with a more politically correct line. For now.
PRagmatically Speaking 