Adidas UK is the latest corporation to face some backlash after the sportswear giant's latest marketing campaign yielded racist and insulting responses that were automatically retweeted to the company's official Twitter account.

According to The Guardian, the #DareToCreate campaign was a part of the unveiling of Premier League club Arsenal's new home kit, and users could create their own jersey with their Twitter name plastered across the back. From there, the phrase "This is home. Welcome to the squad," was posted from the official @AdidasUK Twitter account.

I’m a BIG fan of these promoted posts.

Here’s one which popped up on my personal account from @adidasUK
#DareToCreate
pic.twitter.com/zbe9Oh44fO

— Josh@PerkyMarketing (@PerkyMarketing) July 1, 2019

While some leaned into the promotional opportunity, others went the offensive route and created accounts aimed at disrespecting certain ethnic groups. The tweets appeared Monday evening UK time and were not deleted until early Tuesday morning.

Adidas' #DareToCreate campaign provides yet another valuable reminder to brands on why you should never let the internet customise anything. pic.twitter.com/uw02upr63g

— Andrew Bloch (@AndrewBloch) July 2, 2019

Some of the inappropriate Twitter handles include @GasAllJewss, @MadelineMcCann (in reference to a three-year-old girl who famously went missing in 2007 while vacationing in Portugal), @96wasnotenough and @DieAllN****s.

In a statement obtained by The Guardian, a representative for Adidas confirmed that Twitter's engineering team will be investigating the matter.

"As part of our partnership launch with Arsenal we have been made aware of the abuse of a Twitter personalisation mechanic created to allow excited fans to get their name on the back of the new jersey. Due to a small minority creating offensive versions of this we have immediately turned off the functionality and the Twitter team will be investigating."

Arsenal echoed the German company's remarks with comments of their own.

"We totally condemn the use of language of this nature, which has no place in our game or society. We work hard as a club to encourage diversity and inclusion through our Arsenal for Everyone programme, launched in 2008 as a celebration of the diversity of the Arsenal family.

"Through a number of initiatives undertaken in the community, inside Emirates Stadium and throughout the club, Arsenal strives to ensure that everyone associated with the club feels an equal sense of belonging."

Adidas isn't the only athletic wear brand to make headlines this week. Blavity reported Tuesday that Nike yanked shoes with Betsy Ross' original American flag design from shelves after former quarterback Colin Kaepernick expressed concern about the emblem's influence on white supremacy propaganda.

Dare-To-Create

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