After being “barraged by expressions of outrage,” adidas yesterday announced that it is “pulling a shoe design that critics say evokes slavery,” according to Rene Lynch of the L.A. TIMES. The design, by “eccentric Beverly Hills designer Jeremy Scott, features a plastic set of shackles.” adidas earlier yesterday “defended the shoes as the handiwork of a whimsical designer.” But the company by early evening "found itself in a public relations nightmare and announced that it had made a mistake.” adidas released a statement that read in part, "The design of the JS Roundhouse Mid is nothing more than the designer Jeremy Scott's outrageous and unique take on fashion and has nothing to do with slavery.” Scott on Twitter “suggested that the inspiration for his shoe came from a 1990s cartoon and toy, My Pet Monster” (L.A. TIMES, 6/19). In Chicago, Mary Mitchell writes, “Here’s where having a culturally sensitive black person on staff would have helped. Someone should have pulled Scott’s coat on this project before his vision became a reality.” The JS Roundhouse Mid shoe “exploits the same ignorance that made showing one’s underwear in public a fashion trend when it really is an assault on public decency.” The “disgusting practice exposes more than boxers,” as it exposes “a lack of self-respect” (CHICAGO SUN-TIMES, 6/19). Sutton & Associates Principal Bill Sutton wrote on Twitter, “Hard to believe Adidas let this shoe even become a possibility? What were they thinking?” (TWITTER.com, 6/19).
BAREFOOT BARRAGE: REUTERS’ Jessica Dye reported N.Y. resident Joseph Rocco has sued a unit of adidas, claiming that he was “duped about the potential fitness benefits of a line of shoes designed to mimic the effect of running barefoot.” Rocco in the lawsuit said that, “Contrary to Adidas' claims, the shoes actually increase the risk for bruising and foot damage, due to their decreased padding and other structural differences from more traditional running shoes.” The lawsuit “seeks to certify a class of everyone who purchased adiPure shoes since their debut" in August '11. Rocco is also “seeking a refund for the shoes, as well as statutory damages.” adidas launched the adiPure shoes “to capitalize on the burgeoning fitness trend of ‘barefoot running’ -- running in shoes with articulated toes and minimal padding” (REUTERS, 6/18).
