Adidas Blames Twitter After Personalized Arsenal Jersey Campaign Goes Predictably Awry22

Adidas has just suffered a social media fail that will surely go down as one of the worst of all time. And yet it was all so predictable.

The German sportswear giant was trying to promote the new jersey it makes for Arsenal, one of the world’s biggest soccer clubs, and it came up with an interesting strategy: Twitter users who liked one of the brand’s tweets would get an automated reply, urging them to buy an Arsenal jersey with their Twitter handle on it. The replies, from Adidas U.K.’s account, included those handles along with a computer-generated image of what the kit would look like.

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