A year ago, an old dress captivated the internet, as millions squabbled whether its colors were black and blue or white and gold.
Now, a new controversy is brewing over the colors of an Adidas jacket, with partisans split on the black and brown or white and blue axis.
Like the debate over the dress, the Adidas conversation started on Tumblr
“I hate to make a new blue/black white/gold dress meme but my friend has this jacket and she says it’s white and blue but i see black and brown pls tell me what you see,” Nina, 16, wrote.
Social media users have wised up after the experiences of debating the color of the dress, with some people using a color correction scheme early on in the debate.
— TODAY (@TODAYshow) February 27, 2016
Others, scarred by last year’s fracas, preemptive tried to shut down discussion of the jacket’s color entirely.
WAIT A MINUTE. THERE WAS THE DRESS LAST YEAR, NOW IM FINDING OUT THERES A CHANGING COLOR JACKET? NO GOODBYE.
— jamie corbett (@justjamiie) February 28, 2016
If you tell everyone what color you think the jacket is im blocking, unsubscribing, going to Mars, & buying a cow to be my best friend bye
— Bradlee (@OfficialBradlee) February 28, 2016
Some social media users have called out the “dispute” as a fake one conjured up by Adidas as a marketing ploy.
Is the Adidas jacket viral marketing or viral marketing?
— Charlie Braithwaite (@clbraith) February 27, 2016
This is clearly just a great adidas marketing ploy. https://t.co/quBXVrhT7P
— nic s (@nicshields) February 27, 2016
After last year’s dress debate, online retail sale of the dress shot up by 247 percent, according to US magazine.