Controversial New Ad Sees Adidas Enrage Ignorant Homophobes

Adidas posted a cute but controversial ad for Valentine’s Day which demonstrated the company’s support for the LGBT community.

The Valentine’s Day post shows the legs of two women wearing matching Adidas trainers who appear to be embracing.

This image was posted on both the Adidas and Adidaswomen Instagram accounts for the entire world to see with the captions “love is found in the most beautiful places,” and “the love you take is equal to the love you make.”

The brand received a huge amount of support for posting the ad with Instagram users writing positive messages in response to the picture.

One user commented on the ad saying:

“Well done Adidas! This is a heart warming advertisement and shows that we are all human and, no matter what, love is love!”

However along with the huge amount of positive feedback came negative comments from ignorant homophobes with nothing better to do than spread their negativity.

Social media users jumped to the defense of Adidas and the LGBT community by shutting these haters down, with various Instagram users posting comments such as “this picture is beautiful despite the ignorant comments,” and “why is everyone getting their panties in a wad, love is great no matter how you find it.”

One user summarised the negative response to the images perfectly by stating:

“This is disgusting. Disgusting that people can drive so much hate over a picture of two people’s feet”

Adidas also got involved in shutting down those posting ignorant comments and corrected users making homophobic comments.

https://twitter.com/laurmanisclexa/status/699029817568538624

One person stated “WTF Adidias? this day is for boys and girls… not for lesbians,” but Adidas hit back saying “no, this is a day for LOVE. Happy Valentine’s Day”

Another user wrote “Shame on you Adidas! I’m going to Nike now,” to which Adidas sassily replied with a hand wave and kiss emoji.

This ad celebrating same sex relationships comes shortly after Adidas introduced a clause in all their sports showing support of LGBT athletes and celebrating diversity.

The clause states:

“Therefore Adidas warrants that this agreement will neither be terminated nor modified in case the athlete comes out to the public as a member of the LGBT community.”

Image by Adidaswomen on Instagram.

Natasha is a freelance writer, feminist, and coffee addict based in the UK. She has a Master's degree in Literary Studies and specialised in Gender Studies throughout her time at University. She spends her free time collecting tattoos and dying her hair bizarre colours, much to her girlfriend's dismay.