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Adidas racist 'slavery' sneakers pulled after consumer outcry,[link widoczny dla zalogowanych]
The JS Roundhouse Mid sneaker by Adidas has been pulled before ever even hitting the shelves after many responded to a Facebook photo with outrage over what many felt were its racist connotations,[link widoczny dla zalogowanych].
The orange and purple colored sneaker was designed by Jeremy Scott for Adidas,[link widoczny dla zalogowanych]. Scott is well known for his avant-garde and pop culture inspired fashions,[link widoczny dla zalogowanych]. Jeremy Scott has dressed celebrities ranging from Miss Piggy to Rihanna to Britney Spears,[link widoczny dla zalogowanych]. Jeremy Scott has been called the Jeff Koons of fashion and has designed looks for Adidas in the past,[link widoczny dla zalogowanych].
When Adidas added a photo of the $350 Jeremy Scott designed sneaker to their fan page on Facebook in order to build buzz over the expensive shoe they had no idea just how much publicity the sneaker was going to generate,[link widoczny dla zalogowanych]. While the design of the sneaker had been announced months earlier as soon as the photo of the shoe was added to the company's Facebook page comments began that the sneaker resembled leg shackles used on prisoners and even slaves,[link widoczny dla zalogowanych].
Soon after Twitter and Facebook became inundated with comments about the shoes public figures started to chime in with their disgust at the design,[link widoczny dla zalogowanych]. Reverend Jesse Jackson said he would call for a boycott of the entire Adidas band if the shoe was released,[link widoczny dla zalogowanych].
"It is a symbol too strong, too powerful,[link widoczny dla zalogowanych], and too negative to be trivialized," Jackson said in a public statement. "I'm astonished Adidas would be this insensitive and allow this to happen."
After the slew of negative comments Adidas decided not to launch the wildly unpopular sneaker but they were quick to add that any connotation of leg shackles or racism was purely coincidental and were not the actual inspiration behind the shoe,[link widoczny dla zalogowanych].
"My work has always been inspired by cartoons,[link widoczny dla zalogowanych], toys my childhood,[link widoczny dla zalogowanych]," Jeremy Scott told AP shortly afterwards and then going on to say the JS Roundhouse Mid was inspired specifically by a toy from his childhood known as "My Pet Monster."
This is certainly not the first time fashion designers have found themselves mired in racial controversy. The industry as a whole has been called out for its lack of diversity in models. Last year Vogue Italia stirred up an internet storm when their "Shop the Trend" section encouraged women to buy earrings inspired by slave jewelry. Calling hoop earrings an updated classic Vogue Italia went on to flippantly tell its readers that while hoop earrings were "the decorative traditions of the women of colour who were brought to the southern Unites (sic) States during the slave trade,[link widoczny dla zalogowanych], the latest interpretation is pure freedom."
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