This Shoe Company’s Instagram Ad With a Frat Is Pissing People Off
A collaborative Instagram post between footwear line HEYDUDE and a University of Florida frat is sparking backlash due to sexual cyberharassment allegations against two former members.
On September 25, HEYDUDE, a shoe brand acquired by Crocs in 2022, posted an Instagram image and video promoting its popular "Wally" loafer sneakers. The sneakers appeared to be variations of the brand's design, and the brand's Instagram account caption read "@heydude called, @thetachiflorida answered." The post featured Theta Chi fraternity members wearing the shoes, leading to backlash on the platform.
Theta Chi CEO Michael Mayer and Theta Chi representatives stated that the alleged behavior described in witness affidavits is "reprehensible" and "completely contrary to Theta Chi's ideals." A group of students even circulated a flier demanding the chapter be removed from the University of Florida campus. Theta Chi representatives stated that members Ahmed and Pitfield were no longer active in the fraternity.
The brand responded by saying they had no affiliation with the UF Theta Chi chapter and took the allegations seriously.
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