Adidas has come under fire for a social media campaign which inadvertently led to the sportswear giant tweeting out racist, anti-Semitic and abusive terms to hundreds of thousands of followers
The company ran a campaign on Monday aimed at promoting its new Arsenal shirt, which generated personalized images of the new product bearing the Twitter usernames of people who liked a promotional tweet.But the stunt was hijacked by several users who changed their Twitter handles to include offensive terms.That prompted Adidas' UK account to send out images of the shirt bearing abusive phrases including the n-word as well as references to the Holocaust.
— Zachary Jacobson July 2, 2019 The offense tweets have since been deleted, and many of the users have subsequently been suspended by Twitter.An Adidas spokesperson told CNN:"As part of our partnership launch with Arsenal we have been made aware of the abuse of a Twitter personalization mechanic created to allow excited fans to get their name on the back of the new jersey.
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