Sportswear giant Adidas canceled a shoe it created to celebrate Black History Month because the shoe was… completely white.
The famed shoe company began to advertise its all-white, Ultraboost shoe aimed at celebrating Black History Month for 2019. But as soon as the images began appearing online, the company suddenly met with an apparently unexpected backlash.
How the company didn’t see this coming in this day and age is a bit hard to understand.
According to Fox News, the shoe features “designs inspired by the Harlem Renaissance, an important cultural period primarily during the 1920s that began to recognize African American contributions to the creative arts.”
Adidas released a whole line of several designs, most of which went unnoticed because they featured a mostly black color scheme with orange accents. But when the company began showing off its “Uncaged” shoe, people began to take notice.
Potential customers began to remark on the odd fact that an all-white shoe, called “uncaged,” was being presented as a celebration of black history.
As America does, these days, people began attacking the company on social media:
Still tripping about this "Adidas drops an all-white shoe called “Uncaged” for Black History Month"
How'd that convo go?, "Hey I have a great idea, for black history month, let's make an all white shoe!" – "That's awesome" – Idiots @Adidas @adidasUS
— Chris Fields, MLHR (@ResumeCrusade) February 4, 2019
Adidas made an all white shoe for black history month. Major L, get that trash from outta here.
— LacBron (@Laclanta) February 1, 2019
— Cre0Le_DBoy〽️ (@RealBDaBosS) February 1, 2019
— Scholarly Mama (@scholarlymama) February 1, 2019
I walked into a @JDSports today to look at the ultra boost shoe @adidas I was told by an employee that these shoes were made to celebrate black history month. Confused the employee proceeded to tell me that the shoe was also made of cotton? Hence the all white. I am disgusted
— • (@cocosimplee) February 2, 2019
After the complaints began to fill social media, the company reversed course on the shoe.
“Toward the latter stages of the design process, we added a running shoe to the collection that we later felt did not reflect the spirit or philosophy of how Adidas believes we should recognize and honor Black History Month,” Adidas said in a statement. “After careful consideration, we have decided to withdraw the product from the collection.”
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