Arsenal news: adidas under fire as new kit launch is hijacked by racist and anti-Semitic Twitter users
The sports company's campaign backfired terribly as shocking messages appeared on the back of the new Gunners shirt
Twitter has launched an investigation after Arsenal's adidas kit launch was hijacked by racist social media users.
The Gunners' new kit manufacturers allowed fans to put their own Twitter handles on the back of a virtual shirt, which was then tweeted out from the @adidasUK account.
However, the campaign backfired horribly, as users forwarded racist and anti-Semitic messages which then appeared on the sports company's Twitter page.
The personalised design was even available to order as part of their 'Dare to Create' campaign.
One person wrote 'InnocentHitler', while others posted 'DieAllN******' and 'GasAllJ***'.
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There were also references to Madeleine McCann and the Hillsborough disaster.
An adidas spokesperson told the Huffington Post: "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."
Meanwhile, an Arsenal spokesperson told The Sun: "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.”