After attracting controversy for an ad featuring a gay couple, Adidas responded perfectly. On Valentine’s Day, the sportswear brand shared a photograph on social media that featured two women wearing matching shoes. It was posted with the caption,
“The love you take is equal to the love you make.”
More than 275,000 people liked the image on Instagram, with many praising Adidas for celebrating love of all stripes. But the response to the ad wasn’t all positive. Some people, of course, posted homophobic comments and condemned the brand for supporting LGBT rights. One Instagram user threatened to stop buying Adidas as a result of the ad. Americanhero123 wrote.
“Shame on you. I’m going to Nike now.”
The company was not bothered by the complaint. In response to the user’s comment, Adidas posted two emojis: one of a hand waving goodbye and one of a kiss. Adidas had a similar response to another displeased netizen. Azemann wrote.
“WTF Adidas???? This day is for a boy and girl … not for lesbians”
To which the company replied with a kiss emoji:
“No, this day is for LOVE. Happy Valentine’s Day.”
The sports brand has also added a new clause into its contracts that ensures athletes won’t lose sponsorship if they come out. CFO Robin Stalker revealed the news last Thursday at Team Pride: Leveling the LGBT Playing Field, a British conference aimed at improving visibility in sports.
“Adidas acknowledges and adheres to the principles of diversity, as this is a central part of the Adidas group philosophy. Therefore Adidas warrants that this agreement will neither be terminated nor modified in case the athlete comes out to the public as a member of the LGBT (lesbian, gay, bisexual and transgender) community.”
This move from the second largest manufacturer of sportswear in the world is an important one, and will hopefully inspire wider acceptance of LGBT individuals in sports. Last June, Adidas released a redesigned edition of its iconic Stan Smith sneaker with rainbow paint splatters.
(T/Y Tad; via Huffington Post)
