WWTT? Adidas Social Media Campaign Generates Offensive Tweets

On July 1, as part of its #DaretoCreate social media campaign, Adidas UK promoted the new home kit for Premier League team Arsenal on Twitter. But sadly it didn’t go as planned, thanks to racist, anti-Semitic, and classless Internet trolls. The basis of of the social media campaign to hype up the new kit was simple: When Twitter users liked a tweet (now-deleted) from @adidasUK, the account would share an AI-automated tweet with the message “This is home. Welcome to the squad.” along with an image of the new Arsenal jersey and a link where they could purchase it. On the jersey, where players’ names are displayed, would be the individual’s Twitter handle.