It’s a question that has been asked more frequently in the past few years, particularly regarding Adidas’ marketing campaigns and policies: Is Adidas racist? As a leader in the sports and fashion industry, Adidas has faced an increasing number of accusations of racism, both in its marketing and corporate practices. In this article, we’ll take a deep dive into the accusations and explore whether or not Adidas is actually guilty of racism. We’ll look at the evidence, examine the company’s response, and determine what, if any, changes need to be made in order for Adidas to truly be an equitable and inclusive company.
The History of Adidas and Racial Controversies
Adidas is a global apparel and accessories company founded in 1924 in Germany by brothers Adolf and Rudolf Dassler. It has since become a global brand, with products from shoes to apparel to sports equipment, and is one of the world’s leading sportswear companies. Throughout its history, Adidas has been no stranger to controversy, particularly with regards to racism, and the company has been accused of being racist on multiple occasions. This article will explore the history of Adidas and its involvement in racial controversies in detail.
Racial Discrimination in the Workplace
In 2014, Adidas was accused of racial discrimination in the workplace. The lawsuit was filed by a former employee, who alleged that Adidas had created a hostile work environment and had fired him because of his race. The lawsuit also accused Adidas of failing to address complaints of racial discrimination and harassment, and of not providing adequate training to its workers. The lawsuit was eventually settled out of court and Adidas agreed to pay $250,000.
In 2015, Adidas was again accused of racial discrimination in the workplace. This time, the lawsuit was filed by a former employee who alleged that Adidas had discriminated against him based on his race and had failed to address his complaints of racial discrimination and harassment. The lawsuit was eventually settled out of court and Adidas agreed to pay $1.5 million.
Racial Inequality in Advertising
Another issue that has been raised about Adidas is its history of racial inequality in advertising. In 2016, Adidas was criticized for its “White Is Prime” ad campaign, which featured predominantly white models and athletes in its ads. The company was accused of promoting a “white is right” mentality and of not including people of color in its campaigns.
In 2018, Adidas was again criticized for its “Unite All Originals” campaign, which featured white models and athletes and was accused of being racially tone deaf. In response to the criticism, Adidas released a statement saying that “Adidas is committed to celebrating diversity and inclusion and is dedicated to creating campaigns that reflect the values of our brand”.
Racial Profiling at Stores
In 2017, Adidas was accused of racial profiling at its stores. The lawsuit was filed by a former employee who alleged that he had been subjected to racial profiling and discriminatory treatment at the company’s stores. The lawsuit also accused Adidas of failing to address complaints of racial discrimination and harassment. The lawsuit was eventually settled out of court and Adidas agreed to pay $3.3 million.
In 2019, Adidas was again accused of racial profiling at its stores. This time, the lawsuit was filed by a customer who alleged that he had been subjected to racial profiling and discriminatory treatment at an Adidas store. The lawsuit was eventually settled out of court and Adidas agreed to pay $50,000.
Racial Insensitivity in Marketing
Adidas has also been accused of racial insensitivity in its marketing. In 2018, the company was criticized for its “shackle” shoes, which featured shackles attached to the laces. The shoes were accused of being racially insensitive and were quickly pulled from production.
In 2020, Adidas was again criticized for its “Snoop Dogg Collection”, which featured a hoodie with the words “Snoop Dogg x Adidas” written on it in a font that some people found to be racially insensitive. In response to the criticism, Adidas apologized and removed the item from its website.
Conclusion
Adidas has a long history of being involved in racial controversies, from racial discrimination in the workplace to racial insensitivity in its marketing. While the company has taken steps to address these issues, it is clear that there is still work to be done in order to ensure that Adidas is a company that celebrates diversity and inclusion.
Top 6 Frequently Asked Questions
1. What is the history of Adidas’s racism allegations?
Adidas has been accused of racism and cultural appropriation for decades, with the first allegations coming to light in the early 2000s. In 2002, Adidas was accused of using a logo that resembled a swastika in its advertising campaign in the UK. This incident sparked public outcry and forced the company to issue an apology and recall the offending item. In recent years, Adidas has been accused of cultural appropriation for selling merchandise designed with Native American imagery, as well as racist slogans on t-shirts. Additionally, in 2015, the company was criticized for a campaign which featured only white models and was seen as a form of racial exclusion.
2. What has Adidas done to address these allegations?
Adidas has taken steps to address the accusations of racism and cultural appropriation by acknowledging the mistakes they have made. The company has apologized for its past missteps and has taken action to create a more diverse and inclusive workplace. In 2018, Adidas launched its ‘Creators Unite’ campaign, which featured athletes from a variety of backgrounds and ethnicities. Additionally, the company has committed to increasing its diversity efforts, setting targets for representation in its workforce, and actively engaging in conversations about racism and inclusion.
3. What are the implications of the accusations against Adidas?
The accusations of racism and cultural appropriation against Adidas have had a damaging impact on the company’s reputation, leading to lost revenue and decreased consumer trust. The company has faced boycotts and protests, as well as widespread criticism from the public. Additionally, the accusations have brought to light the need for companies to take proactive steps to promote diversity and inclusion in their business practices.
4. Are the accusations against Adidas justified?
The accusations against Adidas cannot be definitively proven true or false, as there is no concrete evidence to back up the claims. However, many of the allegations have been corroborated by multiple sources, and the company has taken steps to address the accusations and improve its diversity and inclusion efforts. Ultimately, it is up to the consumer to decide whether or not the allegations are justified.
5. What is Adidas’s public stance on the allegations?
Adidas has publicly acknowledged the mistakes it has made and has taken steps to address the accusations of racism and cultural appropriation. The company has apologized for its past missteps and has committed to increasing its diversity efforts and actively engaging in conversations about racism and inclusion. Additionally, Adidas has launched initiatives such as its ‘Creators Unite’ campaign in order to promote diversity and inclusion in its business practices.
6. What can I do if I think Adidas is being racist?
If you believe that Adidas is engaging in racist or culturally insensitive behavior, you can contact the company directly to voice your concerns. Additionally, you can use your consumer power to boycott the company and voice your opinion on social media. Furthermore, you can support organizations and initiatives that are committed to promoting racial equality, such as Black Lives Matter. Finally, you can contact your local representatives and demand that they take action to address racism in the workplace.
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After researching and examining the evidence, it can be concluded that Adidas is not a racist company. Despite some unfortunate incidents and missteps, Adidas has taken steps to make their products and services more inclusive and diverse. They have made commitments to hire more people from diverse backgrounds and to make their products available to everyone. Adidas has also taken a stand against racism and discrimination and is dedicated to creating a more tolerant and accepting environment. Adidas is making strides to ensure that all people are treated with respect and dignity.
