Adidas has clothed and motivated athletes around the world since its founding in 1949. This Valentine’s Day, the company showed its support for gay couples.
The Instagram’s caption read, “The love you take is equal to the love you make,” and has 279,471 likes and more than 150,000 comments. But some of these comments don’t read like candy hearts.
Among many statements of support were homophobic comments and claims that Adidas buyers were “going to Nike now.” This reveals the controversy around brands supporting same-sex relationships. However, Adidas’ response confirmed their steadfast support for the gay community.
Adidas sent a waving hand and kiss emoji to a commenter who claimed they were defecting to Nike. Adidas commented, “No, this is a day for LOVE. Happy Valentine’s Day” to a commenter who said Valentine’s Day is a day for only heterosexual love.
Adidas doesn’t just talk the talk. On Feb. 12, two days before Valentine’s Day, Adidas inserted this clause into its endorsement contracts:
“Adidas acknowledges and adheres to the principles of diversity, as this is a central part of the Adidas group philosophy. 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 (lesbian, gay, bisexual and transgender) community.”
Adidas proved its commitment to the LGBT community through its supportive photo and protective clause. How do you think other sportswear brands can follow in Adidas’ footsteps? Do you think it’s smart for brands to take a stand on such divisive issues?