In January 2016, Adidas asked us to create a social media story around the new PureBoost X, a running shoe created for women, by women.

Adidas is one of the only sportswear brands to have specifically researched the anatomy of women’s feet and created a shoe to fit. Most brands simply adapt those designed for men, without considering the uniqueness of the female foot. So we knew we would have a big message for women everywhere.

With Valentine’s Day approaching, we accepted the challenge of coming up with an idea that celebrates love through the lens of the world’s first female-only running shoe.

Having something different to say on Valentine’s Day can be a challenge. We would have to go out with a bold, brave statement – one that may well invite diverse reactions and strong opinions. So we prepared ourselves with a well thought-out crisis management strategy.

Our image went out on Valentine’s Day on the global Adidas Instagram channel, and the responses immediately started rolling in. Our community manager was ready and our social team were on-hand. Most fans congratulated us, and the mainstream media embraced the story, universally praising Adidas for its support of the LGBT community.

Unfortunately, not everyone agreed with our message of love and diversity, and negative comments appeared:

“Shame on you Adidas!!!! I’m going to Nike now”

When this hater threatened to desert us, we didn’t falter, retract or regret. We offered a simple, sweet emoji reply – waving bye bye and blowing a kiss.

Another added: “WTF Adidas? This day is for boys and girls…not for lesbians.”

We simply replied, “No, this day is for LOVE. Happy Valentine’s Day.”

The positive thinkers loved it and kept on sharing. The mainstream media embraced the story and praised Adidas for our response.