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adidas isn't talking about sneakers that were a gaffe,[link widoczny dla zalogowanych]
Tuesday, adidas spokeswoman Lauren Lamkin declined to comment further on a new sneaker that adidas had publicly backed Monday afternoon -- but sacked by Monday night.
The adidas JS Roundhouse Mid sneakers, which adidas recently posted on Facebook,[link widoczny dla zalogowanych], were two months from being released. But even if adidas never mentions them again,[link widoczny dla zalogowanych], they've already joined the marketing gaffe hall of fame.
Since adidas says it markets about 47,[link widoczny dla zalogowanych],000 products,[link widoczny dla zalogowanych], occasional errors seem understandable. But to many,[link widoczny dla zalogowanych], the cancelled shoes appear to have shackles -- reminiscent of slavery or prisons -- attached with chain-like links.
And that wave of criticism Monday,[link widoczny dla zalogowanych], says David Carter, a Los Angeles-based sports business consultant, suggests online and social media might have helped adidas.
"I was immediately aware that adidas has been caught flat-footed,[link widoczny dla zalogowanych]," says Carter. "And I was amazed that this could have gotten through so many levels and checks and balances at adidas."
But in the pre-Internet era, he suggests, things would have been worse for adidas: "Then,[link widoczny dla zalogowanych], there might have been a picture in a newspaper or magazine but the shoes probably would have gotten in stores. And adidas would have been stuck with massive inventory and had big ad dollars invested."
But, back then, could the shoes have ended up being a hit?
"Maybe,[link widoczny dla zalogowanych]," says Carter. "Or the shoes could have created even more damage for adidas as being tone-deaf."
Fashion designer Jeremy Scott created the controversial shoes but said,[link widoczny dla zalogowanych], in a statement sent to the Associated Press: "my work has always been inspired by cartoons, toys and my childhood." With the Roundhouse Mids, he said he was inspired by My Pet Monster,[link widoczny dla zalogowanych], a plush toy introduced in 1986 that had blue fur and horns and sported orange plastic handcuffs.
Other famous sneaker gaffes included Nike pulling Black and Tan shoes when the company was alerted that moniker referred to British paramilitary groups that terrorized Irish people in the 1920s. And Umbro apologized and pulled the Zyklon branded shoes in 2002 -- while Zyklon is German for cyclone it also was the name of a fatal gas that Nazis used in concentration camps. Also in 2002, Converse drew criticism for sneakers called Loaded Weapons.
But great marketing gaffes go beyond sports,[link widoczny dla zalogowanych].
Coors once used a "Turn It Loose" slogan whose initial translation into Spanish amounted to "Get Diarrhea" while KFC's "Finger Lickin' Good" slogan,[link widoczny dla zalogowanych], in an initial translation for use in China, came out like this: "Eat Your Fingers Off."
To report corrections and clarifications,[link widoczny dla zalogowanych], contact Standards Editor . Include name, phone number,[link widoczny dla zalogowanych], city and state for verification. To post a comment, log into Facebook and then "Add" your comment. To report spam or abuse, click the "X" in the upper right corner of the comment box. To find out more,[link widoczny dla zalogowanych], read the FAQ and Conversation Guidelines.
Reid Cherner has been with USA TODAY since 1982 and written Game On! since March 2008,[link widoczny dla zalogowanych].
He has covered everything from high schools to horse racing to the college and the pros,[link widoczny dla zalogowanych]. The only thing he likes more than his own voice is the sound of readers telling him when he's right and wrong.
Michael Hiestand has covered sports media and marketing for USA TODAY,[link widoczny dla zalogowanych], tackling the sports biz ranging from what's behind mega-events such as the Olympics and Super Bowl to the sometimes-hidden numbers behind the sports world's bottom line.
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