Adidas 'truly sorry' about Montreal store manager's comments on French language

Adidas has apologized for a manager's comments about the French language at a downtown Montreal store launch earlier this week, which sparked a linguistic spat and calls to boycott the brand.

"We are truly sorry that recent comments made by an Adidas employee were offensive," the company wrote Friday in a brief statement. "This was not intentional at all."

The apology comes a few days after theJournal de Montral reported that managerAlexandre Des Roches told the audience at an Adidas launch event Wednesday that he would begin his speech with a few words in French "to accommodate the City of Montreal and francophone media."

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The rest of the event on Ste-Catherine Street reportedly took place in English.

The incident immediately prompted a wave of backlash, with well-known Quebec personalities demanding a boycott of the activewear brand.

Quebec Premier Philippe Couillardalso criticized the manager's statements, saying that they were unacceptable and regrettable in a French-speaking province.

Montreal Mayor Valrie Plante said Des Rocheshadshowed a blatant lack of sensitivity and respect.

Insufficient apology

The statement from Adidas comesafter the province's minister for the protection and promotion of the French language criticized the company for staying silent after the controversy first surfaced.

Marie Montpetitpenned a letter to the head of the company's Canada division, in which she called for Adidas to"send a clear message" about the role of French in the workplace.

The apology doesn't go far enough, she said.

"We're waiting on Adidas to introduce measures and practices to fix the situation," Montpetit said Saturday.

Michel Leblanc, the president of the Board of Trade ofMetropolitan Montreal, also denounced Adidas' slow response.

"The business should have quickly declared its sensitivity to the French language in Montreal, show that they understand the situation, say that the employee committed a faux pas and that it will never happen again," he said.

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'It shows us that we have to be more vigilant'

The situation that unfolded in Montrealwas unfortunate and deplorable but it doesn't happen often, said Montpetit.

"It shows us that the we have to be more vigilant with our businesses in Montreal," Montpetit told Radio-Canada, referring to the province's language laws,which enshrinescustomers' right to be served in French.

Adidas, for its part, said it is"committed to respecting the culture, customs and languages of the cities and countries in which we reside." It added the company will not commentfurther on the situation.

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