Adidas has announced the discontinuation of the JS Roundhouse Mids model with yellow sham shackles. According to USA Today, it was decided to remove the sneakers from production after outrageous reviews from the public and critical publications in the press. It was originally planned to release the model on the market in August 2012 of the year.
The company introduced a model with shackles on its Facebook page on 18 June. The image of JS Roundhouse Mids was accompanied by the inscription “So stuck to your sneakers, what riveted them to your ankles?”.
After publishing the image, about 2000 users of the social network made angry comments about the model, calling it "defiant" and "vulgar." Internet users have stated that this model promotes slavery because the shackles are similar to those worn by black slaves in America in the 19 century. Others associated yellow shackles with those previously worn by American prisoners.
JS Roundhouse Mids sneaker designer Jeremy Scott said on Twitter that when he created the model, he was inspired by the children's cartoon My Hand Monster about a good-natured toy that came to life when plastic handcuffs were removed from it. Scott did not want to offend the memory of black slaves. The same was said in the official apology of Adidas to people who were outraged by the controversial model. Previously, Scott created models of Adidas sneakers with Mickey Mouse and the gorilla.
The image of JS Roundhouse Mids was removed from the brand’s Facebook page, but there you can still read the indignant user reviews about it, writes lenta.ru.
The controversial model of sneakers is not the first time that has been criticized by consumers. In the spring of 2012, Nike launched a model called Black And Tan (Black and Tan) for St. Patrick's Day, referring to beers, reports The Daily Mail. At the same time, this is an unofficial name that the Irish police had during the war for the independence of Ireland, and for many representatives of this nationality the phrase “Black and Tanned” is associated with the brutality of the actions of law enforcement agencies of that time.