Sports giant Adidas joined with millions around the world to celebrate love in all its forms.
The sportswear brand took to Instagram, posting a picture of two female runners wearing matching trainers, with the caption: “The love you take is equal to the love you make.”
While most people praised the company for supporting the LGBT community, some weren’t so nice.
Undeterred by all the haters, Adidas replied in the best way possible for the day – by sending all the homophobes a big kiss!
I'm so proud i choose the right brand pic.twitter.com/3rmJrZTUeT
— bright not light (@laurmanisclexa) February 15, 2016
One user americanhero123 said: “Shame on you Adidas! I’m going to Nike now.”
Another, Azemann, added: “WTF Adidas? This day is for boys and girls…not for lesbians.
To which the company replied, “no azemann, this day is for LOVE.
“Happy Valentine’s Day.”
The company recently announced it would introduce a clause in all its sport sponsorships contracts around the world, affirming LGBT rights.
The clause says: ““Adidas acknowledges and adheres to the principles of diversity, as this is a central part of the Adidas group philosophy.
“Therefore Adidas warrants that this agreement will neither be terminated nor modified in case the athlete comes out to the public as a member of the LGBT (lesbian, gay, bisexual and transgender) community.”
Adidas also announced that they will not drop an LGBT sport star that comes out when sponsored by them. In the past, Adidas was criticised for banning the word ‘gay’ on customisable trainers.
Openly gay diver, Tom Daley is currently sponsored by the company and has recently taken to the internet to promote health and fitness.