It looks like Adidas may need to issue an apology to the world.
Most footwear companies release promotional images via social media to excite consumers, generate positive buzz and ramp up sales expectations for a pending product. This is probably what the German sports apparel and footwear company was attempting to do with its JS Roundhouse Mids (see below), only the entire plan backfired.
Last Thursday, the promotional team posted a photo of the kicks- which are expected to land in August- on its Facebook page. The problem that so many fans have taken up with the Jeremy Scott-designed shoe is not its basic functionality, but rather its design: The shoe features a bright orange, shackle-like element that many associate with slavery. Upon posting, Adidas received an influx of outraged responses from the Internet and fans everywhere. The number of comments and criticism got so bad that the brand removed its original offending post from its Facebook page. However, that doesn't eradicate the issue that the shoe still exists.
In a written statement to FoxNews.com, an Adidas spokeswoman stated, "The JS Roundhouse Mid is part of the Fall/Winter 2012 design collaboration between Adidas Originals and Jeremy Scott. 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."
Talk about unrepentant. What are your thoughts on the sneaks? Vote in our poll. Personally, I'm appalled that these shoes were even approved for production, let alone created by Scott. Shackles remain a symbol of oppression and brutality in a very painful chapter in our nation's history. Not only that, but modern-day slavery still exists worldwide, and it's sad to think that shackles could even be considered as "stylish."
Adidas' woes don't just stop there. On Friday, a New York man filed a class action lawsuit against a unit of Adidas AG, claiming that his $90 pair of adiPure shoes did not level up to the fitness benefits presented in advertising claims. The shoes are actually said to increase the risk for foot damage.
Looks like some people at Adidas corporate will be hitting the bars immediately after work.