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Adidas is under fire for releasing their Black History Month sneaker collection after releasing an all-white design for their signature Ultrabounce shoe, via an article by Mike Destefano from Complex.
The design in question was called the “Celebrating Black Culture” Ultra Boost Uncaged, but it did the exact opposite of honoring anything regarding black culture. The sneaker, which featured a cream-white overlay devoid of any color or patterns seen on “BHM” colorways that usually commemorate and celebrate black culture, had only red, black and purple colors visible on the shoe’s eyelets. The only noticeable feature on the shoe is that of a “CBC” graphic, standing for Celebrating Black Culture on the insole of the shoe, with an old-school basketball accompanying it.
Backlash toward the initial shoe design’s public approval was not quite what adidas expected when they released the shoe design just a month ago.
Official Look at the adidas Ultra Boost “Celebrating Black Culture” releasing soon pic.twitter.com/DIiFOKEELT
— JustFreshKicks (@JustFreshKicks) January 20, 2019
Loyal adidas customers took to social media to disapprove of Adidas’ decision, stating the obvious on how “discolored” a shoe that is supposed to represent Black History Month looks.
Adidas needs to throw the whole team away.
lmao the “Celebrating Black Culture” all white shoe
— LR (@LimitedRunMia) January 21, 2019
Sooooo…. “Black Culture” huh? Explain where the culture of black/African is represented here by an all white shoe? I need answers.
— Cameron Biggs (@CMRNBGGS) January 21, 2019
Following the backlash, adidas removed the pair from this year’s BHM collection for the fear of offending their customers.
“Adidas released a new collection in celebration of Black History Month featuring designs inspired by the Harlem Renaissance. It includes footwear and apparel across a variety of categories. Toward the latter stages of the design process, we added a running shoe to the collection that we later felt did not reflect the spirit or philosophy of how adidas believes we should recognize and honor Black History Month. After careful consideration, we have decided to withdraw the product from the collection.”
The shoe can still be bought from select retailers like SSENSE for a limited time. adidas will still continue with their BHM lines of the Harden Vol. 3, Dame 5, and Ultra Boost sporting other colors like black, purple, and red colorways meant to celebrate the historic month and the Harlem Renaissance. The shoes will hit retailers on Saturday Feb. 5.
