Sportswear giant Adidas is facing backlash over its latest campaign to defend itself against fake news claims.
The campaign, called #FakeWear, seeks to “dispel the myths surrounding the iconic Nike brand,” and is aimed at countering “the negative perceptions that are spread on social media, social media platforms, and blogs.”
The campaign launched in March, and it appears to be one of the first attempts by a major brand to respond to the new media landscape.
It was launched as the new “realness” in sports and entertainment, and was also part of Nike’s #Realness campaign, which was launched in 2016.
The Nike #Fakewear campaign aims to counter “the myths surrounding” the “Nike brand” pic.twitter.com/KJQJf0xg7Z — Adidas (@Adidas) May 4, 2021The company also launched a new marketing campaign to counter fake news, titled “The Real Truth: What’s Real?”
The new campaign was launched to “provide the truth” about Nike, and “help consumers make informed decisions.”
It also appears to address the #FakeBombs campaign launched by the U.S. election.
The brand said it was a “taste test” and would not be commenting on the matter, as it has done in the past.
In response to the campaign, the American Civil Liberties Union issued a statement, which read, in part: “The truth is that the real truth is often far more complicated than the sensationalized versions promoted by those who seek to peddle misinformation and disinformation.
We urge everyone to exercise caution in the use of social media.”