Adidas UK Lands Backlash After Twitter Trolls Made Anti-Semitic Handles

A series of racist, anti-semitic tweets have landed Adidas in fresh controversy, following a botched Twitter promotion.

Now, Adidas UK has been receiving a ton of backlash on Twitter when they did a campaign to promote its brand new Arsenal soccer jerseys. Read on…

Adidas UK Lands Backlash After Twitter Trolls Made Anti-Semitic Handles reports that 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 reason why this happened is that Twitter trolls decided to take advantage of this by making racist and despicable Twitter handles which ended up getting tweeted out by the official Adidas UK account.

These tweets were generated automatically so the algorithm was unable to put a stop to what was happening.

The racist Twitter handles ranged from anti-Semitic slurs to the use of the N-word. Twitter users immediately flagged the issue although it took the account a while before it started deleting all of the replies.

Adidas UK Lands Backlash After Twitter Trolls Made Racist + Despicable Twitter Handles

Adidas responded to the controversy with a statement to CNN, stating:

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. Due to a small minority creating offensive versions of this we have immediately turned off the functionality and the Twitter team will be investigating.


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Pete is a California native who has been in the entertainment industry for 20+ years. He is a journalist who covers music, festivals, events, interviews, movie premieres, sports, reality TV, Fashion and more.