Kanye’s Rebrand on Adidas: All Day I Dream of Anti-Semitism
But is #BoycottAdidas another greenwash?
Adidas — the overnight ambassador for anti-racism and social causes.
But has the mega-brand evolved from the childhood tagline “All day I dream about seggs” to “all day I dream about anti-antisemitism?”
Maybe you’ve heard the latest: No more fresh Yeezy slides from Adidas.
October has proven to be a month tainted by racist remarks from Ye.
“The thing about me and Adidas is that I can literally say anti-semitic shit and they can’t drop me,” the rapper said earlier this month.
Well, he did.
“I’m a bit sleepy tonight but when I wake up I’m going death con 3 On JEWISH PEOPLE,” Ye said in a now-removed tweet from October 8.
There’s a lot more you can Google if you’re not up to speed.
Users on social media swiftly demanded #BoycottAdidas, and nearly three weeks later the brand dropped Kanye.
Adidas said it “does not tolerate anti-Semitism and any other sort of hate speech,” in a statement released on Tuesday.
“Ye’s recent comments and actions have been unacceptable, hateful and dangerous, and they violate the company’s values of diversity and inclusion, mutual respect and fairness.”¹
That means no more production of the Kanye Boost kicks. And no more cash flowing to Yeezy.
It’s a financial hit costing Adidas an estimated €250 million for 2022, according to the retail giant.
But how does this debacle set up Adidas, the brand with a funny childhood acronym? The brand that, in 2012, was exposed for having poor working conditions by human rights advocacy group War on Want.²
Is the brand taking a stand this time?
A communications strategist, featured on CBC’s The National on October 25, said that buyers want brands to be on societal issues and that they want “brands to take a stand.”
Taking a stand is great when doing so goes beyond the brand. It doesn’t always.
As recently as 2021, Adidas ignited another uproar for green-washing where Jury de Déontologie Publicitaire (JDP) ruled that the company violated advertising rules.³
“100% iconic, 50% recycled,” claimed the sports retailer about their kicks, the Stan Smith, Forever.
But the jury found that “50% recycled” gives the consumer the impression that 50% of the total material used in the sneaker is made of recycled materials and, because this is not the case, is misleading.”
More false advertising, unfortunately.
It’s easy to Photoshop an ad, draft up a press release, and continue with the status quo. It’s harder to change company practices.
Will #BoycottAdidas be another greenwash?
Let's hope Adidas can rebrand further than its acronym. Or that I can get all day dreaming about seggs out of my head.
(1) ADIDAS TERMINATES PARTNERSHIP WITH YE IMMEDIATELY. Adidas Group.
(2) Adidas exploitation: the truth behind the brand. War on Want.
(3) ADIDAS — AFFICHAGE — PLAINTE FONDÉE. Jury de Déontologie Publicitaire.
