The Adidas Shoe Controversy: Shackles On Your Feet?


By Black Men In America.com Staff

One has to wonder about the sensitivity to the black consumer associated with the Adidas marketing team as they developed the JS Roundhouse Mids, scheduled for an August release.   The company has sparked outrage and been accused of ‘promoting slavery’ by creating a new pair of athletic shoes which have bright orange ‘shackles’ that fit around the ankles.

The promo for the new shoe reportedly says:  “Got a sneaker game so hot you lock your kicks to your ankles?”

Syracuse University professor Dr. Boyce Watkins, writing for Your Black World, said: ‘Shackles. The stuff that our ancestors wore for 400 years while experiencing the most horrific atrocities imaginable.” He also said he accepted some people would accuse him of overreacting but added: ‘There is always a group of negroes who are more than happy to resubmit themselves to slavery.

We bet there will be a line of black people pulling their kids out of summer school and standing in line overnight to spend well over a hundred dollars for these shoes.  These same jack ass parents will find every reason why they can’t take that same amount of money and open a bank account for little Malik and Raheem.  What are we going to do with our people? 
 
 
You don’t have to be black to see that this advertising campaign is insensitive.  One has to wonder how this campaign managed to get this far. 
 
What do you think?
 
Update:  June 19, 2012

Adidas announced yesterday that it’s cancelling plans to market the shoe design that critics say evokes slavery.  Early Monday, Adidas defended the shoes as the handiwork of a whimsical designer.  The shoe was designed by Beverly Hills designer Jeremy Scott.  Thanks to social media, Adidas found itself in a public relations nightmare and scrapped plans for marketing the shoe.

The Adidas statement reads, in part:  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. Since the shoe debuted on our Facebook page ahead of its market release in August, Adidas has received both favorable and critical feedback. 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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4 Responses to “The Adidas Shoe Controversy: Shackles On Your Feet?”

  1. Buy some and make a youtube video of some black people setting them on fire.That should send a very strong message for sure

  2. George Hodge Says:

    Tasteless marketing!

  3. Insensitive, yes. Blatantly racist? Personally, I don’t think so. I think black people have a higher awareness of what will be considered “racist” to us simply because we’re more familiar w/ our own history. I think there ARE racist issues out there. I don’t think this is one of them.

  4. […] The Adidas Shoe Controversy: Shackles On Your Feet? | Black Men … One has to wonder about the sensitivity to the black consumer associated with the Adidas marketing team as they developed the JS Roundhouse Mids, scheduled for an August release. The company has sparked outrage and been accused of 'promoting slavery' by creating a new pair of athletic shoes which have bright orange 'shackles' that fit around the ankles. The promo for the new shoe reportedly says: “Got a sneaker game so hot you lock your kicks to your  […]

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