Adidas...and all the Marketing/Sales/Product Directors who were in the meeting when this design was pitched.
When your market is predominantly young urban males who are major consumers of your products you would think that someone would have raised the red flag that attaching shackles or cuffs to a pair of sneakers probably wouldn't be a good idea....guess not
I'm not saying its racist but I do think it was culturally insensitive not to mention just plain dumb @ss. In this day and age with social media's power, companies need to keep a closer eye on what can be considered offensive especially if your target market falls into those who might be most offended.....
Addidas has released a press release addressing the controversy:
"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," the statement said. "We apologize if people are offended by the design and we are withdrawing our plans to make them available in the marketplace."
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