The dangers of trying to be cool

Adidas UK is in trouble over its use of social media. The company somewhat failed to account for the contrary nature of humans when it asked Twitter users to send in their usernames so that it could virtually create Arsenal FC shirts and retweet them. Naturally, some used the opportunity to create offensive and racist slogans.

Whether the blame lies with Adidas, or Twitter, or both, or human nature, the publicity stunt might have been better thought through – and Adidas has certainly taken its share of the blowback. Tweets were posted from the official @AdidasUK account, but have since been removed.

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