Adidas Cancels “Shackle Shoes” After Consumer Outcry

Adidas has been forced to cancel the launch of their JS Roundhouse Mids, otherwise known as “Shackle Shoes”.  Intended to reflect designer Jeremy Scott’s, “outrageous and unique take on fashion”, many could only see racist undetones and allusions to slavery.

The shoe’s reception was mostly negative at 52%. Of those, 27% found the shackle to be an inappropriate reference to slavery.
However, some actually liked the design of the shoes.
Each topic in the wheel represents a group of posts found to have similarities in text. Each group is then identified by a frequently mentioned word or short phrase that best describes how that group differs from the others.

Request a One-on-One Online Demo
Click Here

Do you think Adidas made the right call? Should the brand attempt a re-release sans  shackle? Let us know via tweet @crimsonhexagon or comment below.

Request a Demo

Ready to transform your business?

Get a walkthrough of Crimson Hexagon and learn how consumer insights can help you make better business decisions.