This Shoe Company’s Instagram Ad With a Frat Is Pissing People Off
The shoe brand HEYDUDE is facing public backlash after partnering with a University of Florida fraternity chapter previously involved in a sexual cyberharassment scandal. Social media users are calling for a boycott of the brand due to the association with the controversial group.
Why it matters
This highlights the risks brands face regarding influencer and partnership vetting in the era of social media accountability.
On September 25, HEYDUDE, a viral shoe brand that was acquired by Crocs in 2022, posted a photo on its Instagram account promoting shoes that appeared to be UF versions of the brand’s popular “Wally” loafer, a lightweight slip-on sneaker with a foam insert.
“@heydude called, @thetachiflorida answered,” the caption read, alongside photos of Theta Chi members clowning around and wearing orange-and-blue sneakers. The brand also posted a video on its TikTok account outside of the Florida fraternity house with the caption “wtf is any shoe besides a HEYDUDE?”
The post led to backlash in the comments section, with many questioning why the brand would choose to work with the fraternity. “#CancelHeyDude,” one person wrote. Another chimed in: “I would boycott if I wore fucking ugly shoes but I don’t so I can’t.”
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