Arsenal kit launch backfires as Twitter users hijack Adidas campaign with sick Madeleine McCann and anti-Semitic abuse

TWITTER is investigating after Arsenal’s Adidas kit launch was hijacked by shocking racism and anti-Semitism.

The sports company allowed Twitter users to put their own names on the back of a virtual shirt, which was then retweeted out.

Twitter

It was part of their Dare To Create campaign and the design was even available to order.

But the campaign was hijacked in the most despicable way as social media users posted racist and anti-Semitic messages that appeared on the back of the shirts.

One person wrote “InnocentHitler”, while others posted “DieAllN******” and “GasAllJ***.”

There were also references to Madeleine McCann and the Hillsborough disaster.

TWITTER INVESTIGATING

The interactive function was immediately turned off once Adidas realised this was happening.

A spokesperson for the global brand 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.”

An Arsenal spokesperson told SunSport: “We totally condemn the use of language of this nature, which has no place in our game or society.

ARSENAL CONDEMN RACISM

“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.”

In 2017 a social media campaign by crisp giant Walkers was also hijacked online.

The company asked fans to submit selfies which would then appears in a box held up by former football star-turned Walkers ambassador Gary Lineker.

But people sent in photos of the likes of serial killers Harold Shipman and Fred West, depraved rapist Josef Fritzl and paedophiles Adam Johnson, Jimmy Savile and Rolf Harris.

Walkers immediately apologised and shut down all activity.