Valentine’s Day is supposed to be a holiday that celebrates love, but you know it really celebrates marketing. I’m OK with that. The economy needs Cupid’s help, so I’m hardly one of those people on the internet complaining about how companies are duping and manipulating the public to spend cash on chocolates, flowers, cards, jewelry, dinners, etc. This Valentine’s Day, though, one of those people complained to Adidas, leading to a moment in which marketing, love, and hate collided.
On Instagram, Adidas shared a photo of two women wearing pink and purple sneakers standing toe-to-toe in a way that suggested that they were sharing a kiss. The caption read, “The love you take is equal to the love you make.”
One person pointed out that Valentine’s Day is not for lesbians. Someone else wrote that Adidas shouldn’t take a stand on “these types of topics.” But companies can no longer remain silent on many social issues, nor should they. Ignoring a diverse customer base would be, in fact, taking a stand. To remain silent in the face of subsequent ignorance is, in fact, taking stand. Adidas was merely showing two women presumably sharing a touching moment. What’s the big deal?
Actually, on one hand, it wasn’t that big of a deal. Adidas’ photo barely caused a stir among the general public. It did not become a huge media story. Presidential candidates are not weighing in. And so, that many people now view a same-sex couple in such a picture as no big deal is a big deal. To its credit, Adidas replied to the haters that “this day is for LOVE. Happy Valentine’s Day,” along with a kiss emoji.
Thousands of people agreed, offering praise and support for Adidas. Some even said they were more apt to buy the company’s sneakers. And in more good news, the company recently added a new clause to its contracts with celebrity spokespeople, saying that it would not change or terminate a contract were a spokesperson to come out of the closet.
Meanwhile, one commenter had said, “Shame on you Adidas! I’m going to Nike now.” Good luck with that. Nike just fired international boxing champion Manny Pacquiao after he said that same-sex couples are “worse than animals.” (He later apologized—not for his beliefs but for expressing them, pointing out that he was praying for gays instead.)
The Nike example is a big deal, too, because Pacquiao is the world’s second-highest paid sports figure. I hope more businesses take more anti-hate stances.
