GoKawiilHEYDUDE Faces Backlash Over Instagram Campaign With UF Theta Chi Chapter
HEYDUDE, the Crocs-owned shoe brand, posted an Instagram and TikTok collaboration with the University of Florida's Theta Chi fraternity promoting branded sneakers. The posts drew criticism online after it emerged that two former Theta Chi members face sexual cyberharassment charges for allegedly distributing a nonconsensual intimate video of a former UF student, identifying her by name.
GoKawiil's interpretation of the reporting above, not reported fact.
The backlash illustrates how brand marketing tie-ins can become liabilities when partners are linked to unresolved controversies, even if the brand itself had no connection to the alleged misconduct. Commenters' calls to boycott suggest reputational risk can spread quickly on social media regardless of a company's actual involvement in the underlying allegations.
- HEYDUDE's collaboration with UF's Theta Chi fraternity sparked online backlash and boycott calls.
- Two former Theta Chi members face sexual cyberharassment charges tied to a nonconsensual intimate video.
- The case highlights reputational risks brands face when partnering with organizations facing controversy.
Source: wired.com — Ej Dickson, 2026-10-02
Published there as: “This Shoe Company’s Instagram Ad With a Frat Is Pissing People Off”
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