When it comes to advertising Valentine’s Day, what’s left to do, really? The whole production’s become a parody, anyway.
As The Atlantic recently wrote, the occasion is marked by a “history of ads that treat women as the objects of gift-giving and adoration and men as the givers of those things; that equate the spending of money with the having of sex; that blend commercialism and romance with a blitheness that will surely make future generations cringe and laugh and side-eye.”
Credit to Adidas, then, for flipping the script and sharing a V-Day post that celebrates loves in all forms:
The image shows an apparent same-sex couple embracing in Adidas gear, a fitting gesture to complement a clause the company recently introduced in all its sport sponsorships contracts around the world that reads, “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.”
Despite receiving more likes and comments than all other recent Instagram posts, some simply couldn’t handle the sentiment. And once again, Adidas found the right words: