Adidas Steps Up for LGBTI Athletes and Love
Adidas has been in the news lately and all for the right reasons!
They recently added a clause to their sponsorship contracts that will now protect athletes who come out as LGBTI. This move was in response to many athletes who have feared losing sponsorships and endorsements if they come out, however, Adidas has assuaged those fears and are committing to standing by their athletes.
“Adidas warrants that this agreement will neither be terminated nor modified in case the athlete comes out to the public as a member of the LGBT (lesbian, gay, bisexual and transgender) community, “ the clause states. It also added, “Adidas acknowledges and adheres to the principles of diversity, as this is a central part of the Adidas group philosophy.
The new addition of the protection clause was not the last of Adidas’ support of the LGBTI community this last week. On Valentine’s Day, the sports company posted an Instagram post that featured a same-sex couple and the caption, “The love you take is equal to the love you make.”
The reaction to the ad was mostly positive. One Instagram user said, “My next pair of shoes will be Adidas because of this ad.” Unfortunately, the bigots came out to lay hateful comments on a post that was all about love.
How did Adidas respond to these hateful comments? In the simplest, but best way possible. In response to one hater who said they were switching to Nike (a brand which has supported the LGBT community with a Pride wear shoe series), Adidas clapped their hands and blew them an emoji kiss good-bye! Another user claimed that Valentine’s Day was just for straight couples, so Adidas had to explain how wrong they really were. “No, this day is for LOVE,” said Adidas.
We love when brands stick by their convictions to support the diverse individuals who buy their products or endorse them as athletes. Thank you, Adidas, for standing tall against the bigots and haters on Instagram and standing up for the athletes that you work with.