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In an article for YourBlackBloggers.net, Nomalanga Mhauli-Moses says that Adidas should never have cancelled it’s shoe with shackles on it. In an interesting argument, Mhauli-Moses says that the shoe should never have been designed and manufactured in the first place. However, she says that once the company made the error, it should have stuck with it, instead of revealing a significant flaw in its decision-making process.
The shoes were taken off the market after complaints from millions of consumers and civil rights leaders compared the shoes to slave shackles and shackles worn by prison inmates.
Adidas has reportedly cancelled its plans to release the “shackle shoe” into the market after it was criticized for advertising it on the Adidas Facebook page.
I think that Adidas’ first mistake was releasing the design to begin with. I question whether they used simple marketing tools,such as surveys, before they decided to launch this new “shackle shoe”. That being said, I think that now that they have gone public with the design, the next mistake was to withdraw it.