Adidas

Good Intentions or Bad?

CRACKING OPEN THE

ECO-FRIENDLY STAN
SMITH SHOE
 What is Adidas?

Like Nike, Footlocker and Puma, Adidas

is a famous Footwear, football and
sportswear brand. Often producing
cleats, jerseys and soccer balls for
soccer
The background of Adidas

Adidas first began making shoes just after WWI

in Germany. It got interrupted by WWII and then
bought by a scandal french business. In 2005
Adidas sold the Salomon brand but held on to
the TaylorMade brand. In 2006 the brand name
was changed back to Adidas AG. Adidas later
acquired brands including the Reebok company
(also in 2006), which owned the Rockport brand
of shoes, and Five Ten (2011), A maker of
outdoor sports shoes. Adidas sold TaylorMade in
2017. Later being boycotted in 2022 for
antisemitism.

 Marketing

This advert displayed an example of

inauthentic advertising. Adidas has made
claims about changing its ways and
becoming more supportive, yet that hadn't
happened at the time. At the time they were
greenwashing and supporting antisemitism.
Adidas is now putting more effort into
making its future and present more
supportive.
 Backlash

At first, Adidas got little to no backlash however, as

drama began to rise, people began to question Adidas’s
true intentions. Adidas began getting backlash for
imitating activism, and geeenwashing, about their stan
smith shoe.
 "Cancelled" or
boycotted??
should either happen?

Adidas should neither be boycotted, nor

cancelled. Although Adidas has had a
controversial past with Kanye west, BLM and
their partners, Adidas has been called out and
since then changed. The brand has since been
remodelled to support all issues. Adidas fired
Kanye as a partner and tried to fix their
mistakes. Adidas’s goal now is to be the best
sports brand whilst remaining conscious
about their surroundings