Adidas is winning praise for the way it responded to same-sex haters on Instagram.
The company posted a photo of a female couple on Valentine’s Day with the caption, “The love you take is equal to the love you make.”
It was met with a torrent of homophobic comments, one of which read: “This day is for boy and girl, when they are couple. Not for lesbians, stupid Adidas.” The message ended with two eye-rolling emoji.
So Adidas responded in kind. It sent a kiss emoji with the following response: “No, this day is for LOVE. Happy Valentine’s Day.”
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When another user threatened to take their business elsewhere, Adidas sent them a waving-hand and another kiss emoji.
The ad drew more love on social media than hate.
The athletics giant isn’t the only big brand to take on online haters.
In 2013, Gap stood up for minorities when one of its ads, which featured a Sikh designer, was vandalized with Islamophobic graffiti — as well as a comment to “please stop driving taxis.”
The retailer released a statement saying it is “a brand that celebrates inclusion and diversity. Our customers and employees are of many different ethnicities, faiths, and lifestyles and we support them all.”
All the recent attention for Adidas has earned it over 278,000 likes on Instagram, and plenty more praise on other platforms.