Adidas handed out kisses to people who complained about a photo the company posted on its Instagram account on Valentine's Day. Kiss emojis anyway.
The ruckus was raised after Adidas posted a picture of a same-sex couple on Sunday with the caption, "The love you take is equal to the love you make."
Hours later, the photo had racked up a number of homophobic comments as first reported by Business Insider. But Adidas responded with cyber-smooches:
While the majority of comments were positive and supportive, a minority posted homophobic comments, with some accusing the company of 'taking sides'.
Adidas didn't seem overly perturbed though. Plus, the post's now been liked over 229,000 times, which isn't bad for one Instagram post.
Editor's note: This story has been updated to appropriately attribute reporting to Business Insider.