Adidas provoked outrage when the company posted a photo of a new design, the JS Roundhouse Mids,

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Adidas provoked outrage when the company posted a photo of a new design, the JS Roundhouse Mids, on its Facebook page. The shoes come with bright orange shackles and the tagline “Got a sneaker game so hot you lock your kicks to your ankles?” Many users complained that this image is highly offensive to African Americans because it evokes imagery of slavery and chain gangs. The company claimed the design had nothing to do with these issues, but the damage was done. Do you agree with Nike? If not, how might you have handled this differently?

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Consumer Behavior Buying Having Being

ISBN: 9780138170806

14th Edition

Authors: Michael R. Solomon, Cristel Antonia Russell

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