SBD/June 18, 2012/Marketing and Sponsorship

Adidas Criticized For Basketball Shoe Line Featuring Orange "Shackles"

Many people have called the promotion of the shoes "offensive" and "ignorant"
adidas has "sparked outrage and been accused of promoting slavery by creating a new pair of trainers which have bright orange 'shackles' that fit around the wearer's ankles," according the London DAILY MAIL. The company is "under fire for its August scheduled release of the JS Roundhouse Mids, which many have compared to the devices worn by black slaves in 19th Century America.” The “seemingly innocent promotional material, uploaded to Facebook earlier this month, asks, 'Got a sneaker game so hot you lock your kicks to your ankles?'” The shoes have "sparked angry debate online, with many saying there is a more cynical tone to the advertisement.” More than 2,000 people have called the design “offensive” and “ignorant” while saying the shoes are “'slavewear' product.” adidas has "so far not commented on the claims" (London DAILY MAIL, 6/18).
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