Riot fashion: new adidas PR 'disaster'

Adidas is embroiled in new PR troubles over its appearance as the fashionwear of choice for many of the young rioters in London and other parts of Britain.

Dozens of images show rioters and looters wearing adidas clothing - hardly surprising, say British experts, when fashion labels cultivate a gangster chic image.

Public relations and branding expert Mark Borkowski says the gangster image is coming back to haunt some companies.

"The riots are an absolute disaster for a number of brands," he told the Guardian newspaper.

"It has been a wake-up call for many brands which have spent millions developing gangster chic and 'dangerwear' images."

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An image used by many newspapers around the world - including the Herald - showed a young rioter clad head-to-toe in adidas garb.

The Guardian also reported that one of the youngest offenders appeared at court last week in a full adidas tracksuit.

Adidas has tried to frontfoot the issue - taking considerably less time to make a public statement in Britain than it did in New Zealand over the All Blacks jersey price.

"Adidas condemns any antisocial or illegal activity," the company said. "Our brand has a proud sporting heritage and such behaviour goes against everything we stand for."

Adidas is particularly sensitive, as it is one of the main sponsors of next year's Olympics in London.

But it is also about to start an advertising campaign featuring the rapper, gang member and convicted criminal Snoop Dogg.

Mr Borkowski said some brands had strengthened their alignment with gang and criminal culture.

One of the worst-hit businesses during the riots was clothing retailer JD Sports.

Retail expert Robin Knight told the Guardian JD Sports had been targeted because it was seen to "embody youth culture".

"It has clearly positioned itself as a purveyor of aspirational product ... It has worked hard to appeal to the youth market and when the country tipped into lawlessness, it still appealed to that market."