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Foot Locker faces Twitter backlash with #asksambagirls campaign

Foot Locker has become caught up in a Twitter storm after the sportswear and footwear retailer launched a Brazil World Cup campaign on the social network featuring five women wearing cropped yellow vest tops and green shorts.

The campaign, which launched on Footlocker EU’s Twitter account this morning, encourages users to pose questions to the five women with the hashtag #asksambagirls.

Users hit out, with some branding the social media campaign “sexist”.

@SusieinLondon tweeted: “The ignorance on so many levels has me speechless. MT@FootLockerEU Olá! Meet our girls from Brazil #asksambagirls.”

Another user, @sarahstrange tweeted: “Ugh @FootLockerEU what is the point of #AskSambaGirls sexist, racist & lazy - is this PR in the 21st C? @EverydaySexism.”

Twitter user @andrewmccormick posted this morning: “Honestly @FootLockerEU World Cup > Brazil > Samba Girls. You need to sack your planners #asksambagirls.”

@sTeamTraen tweeted: “I can only assume that companies run appalling social media promotions like #AskSambaGirls on the basis that all publicity is good publicity.”

A Foot Locker spokeswoman said: “Foot Locker’s latest campaign, The Spirit of Brazil, is intended as a tongue-in-cheek way of celebrating the Brazilian lifestyle, offering people a fun way to get to know more about Brazil ahead of this year’s summer of sport and we hope the public gets involved with the campaign in the light-hearted spirit in which it was conceived.”

Media agency AMV BBDO is leading the campaign.

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