Tasteless. I
f their ever was a word to describe thoughts on the Adidas JS Roundhouse Mids it is tasteless. Sneaker companies have been targeting urban youth for the longest with relentless ad campaigns. Urban communities support sneaker giants despite their often unaffordable prices. But how far is too far? When a company decides to evoke inspiration (intentional or unintentional) from the degradation of slavery. The tagline even reads: “Got a sneaker game so hot you lock your kicks to your ankles?”
Since the photo of the sneakers went viral, social backlash has been relentless. The sneakers features orange shackels. The urban community has spoken out with their displeasure. The hip hop community has also voiced complaints including Taleb Kwel (below)
“WTF @adidas sneakers with SHACKLES? Which morons approved these? Do better. http://www.dailymail.co.uk/news/article-2160977/Adidas-unveiling-new-trainer-orange-shackles-like-worn-black-slaves.html,” he tweeted June 18th.
“@NickNoir @adidas the sneakers are historically ignorant. Are their more offensive things in the world? Certainly”
“@NickNoir @adidas aggressively markets to urban. They should know better & be more sensitive. So should the artist. Wack.”
“@Laxincat11 news flash. ALL should be offended by insensitivity to the slave trade, white OR black slave trade.”
“@Laxincat11 newsflash- African slave trade built America & blacks twice as unemployed as whites today. Remove your head from your a**” (Talib Kweli’s Twitter)
Adidas at first defended their new sneakers but have since changed course and canceled its August 2012 release date. Adidas claims in a statement, “We apologize if people are offended by the design and we are withdrawing our plans to make them available in the marketplace.”
To Read more..
Deffered Potential 