Adidas trainers likened to Sweden political logo

Sophie Inge
Sophie Inge - [email protected]
Adidas trainers likened to Sweden political logo
Sweden Democrat leader Jimmie Åkesson speaking at the Almedalen political conference against the SD's trademark flower pattern. Photo: Henrik Montgomery / TT

The internet is awash with conspiracy theories after Swedish Twitter users spotted the similarity between a design on a new Adidas pair of trainers and the logo for the nationalist Sweden Democrat party.


Described as a “one-of-a-kind work of art” by American singer Pharrell Williams, who also designed the shoes for Adidas, the sneakers form part of the global sport’s label’s new collection. 

But while the blue flowery design might seem innocent enough in countries like the US, in Sweden the pattern has a much more loaded meaning.

In fact, you would be forgiven for thinking the pattern was in fact that used on the logo of the nationalist Sweden Democrats party.

The likeness between the shoes and the political party’s trademark blue logo were quickly noted on social media.

It was also noticed by Sweden Democrat Jan Sjunnesson, who tweeted: “SD shoes for the autumn?”

The shoes, which are priced at £67 in the UK, were released at midnight on Thursday.

According to the Metro newspaper, they will also be available with green and dark blue flowers.

The release of the trainers comes just days after the Sweden Democrat party launched a controversial anti-begging campaign in a Stockholm underground station.

The ad campaign, which was aimed at tourists, included images of people sleeping on the streets and huge signs in English apologizing for begging in the capital.

“Sorry about the mess here in Sweden. We have a serious problem with forced begging! International gangs profit from people's desperation. Our goverment [sic] won't do what's needed,” read messages on billboards above the escalators at Stockholm's Östermalmstorg station.

The ad campaign at Östermalmstorg station has been strongly criticized. Photo: Bertil Ericson/TT

Since the adverts appeared they have been hit with a wave of criticism. On Tuesday the Swedish Chancellor of Justice launched an investigation into whether or not the campaign constituted hate speech, however this was later dropped.

On Tuesday evening a thousand people joined a protest in central Stockholm against the ad campaign before protesters finally ripped the posters down.


Join the conversation in our comments section below. Share your own views and experience and if you have a question or suggestion for our journalists then email us at [email protected].
Please keep comments civil, constructive and on topic – and make sure to read our terms of use before getting involved.

Please log in to leave a comment.

See Also