In a case of stating the obvious, yesterday was Valentine’s Day. Some people were filled with love and affection. Others… not so much. Brands even took the opportunity to use the loved-up sentiment of the day to plan some social media activity, with Adidas adding a snap of two females pointing toe to toe. Captioning the shot, they wrote: ‘The love you take is equal to the love you make.’ While most people could appreciate the positivity, one Instagram user decided to rear its homophobic head, posting: ‘WTF Adidas??? This day is for girl and boy, when they are couple. Not for lesbians, stupid Adidas’ While some brands might have deleted the comment, or chosen to ignore it, Adidas made sure to reply:

adidas is so amazing for this pic.twitter.com/M90X54sgSZ

— granny (@grannywinkle) February 15, 2016

  Another user, @americanhero123, said: "Shame on you adidas !!!! I'm going to Nike now" Adidas replied with a waving-hand emoji and another kiss emoji. Simple but effective. The company scored massive points amongst the sporting community last week when they added a new clause to its athletes' contracts that states their sponsorships won't be affected if they announce they are gay, bi, or transgender.