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Adidas responds to homophobic comments in the best possible way

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Valentine’s Day: 24 hours of spreading the love, right?

Turns out, not for everyone.

When Adidas posted a photograph on its Instagram account this weekend, which shows the feet of two women in active wear- one elevated on tip-toes to reach up and plant a kiss on the other – they were met with a slew of homophobic comments.

The photograph, with the caption: “The love you take is equal to the love you make,” has been liked over 200 thousand times and received thousands of positive comments but was, apparently, not to everyone’s tastes.



In between comments like: “Thank Adidas! You ROCK!!” and “YESSSS ADIDAS,” were homophobic interjections, from people saying:

“Shame on you Adidas!!! I’m going to Nike now,” and “Company’s [sic] should not take sides on these types of topics this is so f*cking stupid.”

One comment, by user ‘azemann’, stuck out the most, saying:

“WTF Adidas? This day is for boy and girl, when they are a couple. Not for lesbians, stupid Adidas.”

The love you take is equal to the love you make.

A photo posted by adidas (@adidas) on

Not fazed by all the negative comments, the active wear brand coolly replied to azemann, saying simply:

“No, this day is for LOVE. Happy Valentine’s Day,” with a kiss emoji.

Now that’s how to deal with trolls.

The news comes shortly after the company announced it was introducing a clause in its sponsorship deals, that affirms LGBT rights, saying:

“Adidas acknowledges and adheres to the principles of diversity, as this is a central part of the Adidas group philosophy.

“Therefore 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.”

We know where we’ll be buying our gym gear from now on… 

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