Adidas Canada has issued an apology over a language flap that occurred at the launch of a downtown store this week.
As reported in the Journal de Montreal, store manager Alexandre Des Roches told those attending Wednesday's opening that he would say a few words in French to accomodate "the city of Montreal and the French-language media" before switching to English for the rest of the event.
In a statement released Friday night, Adidas says it is deeply sorry for the comments made by one of its employees, and says its brand believes in "tolerance, respect and diversity", but does not elaborate any further.
The manager's remarks led to a call for a boycott of Adidas sportswear from several high profile Quebecers, as well as criticism from Premier Philippe Couillard and Montreal mayor Valerie Plante.
Provincial culture minister Marie Montpetit even wrote a letter addressed to Adidas Canada president Michael Rossi, expressing grave disappointment. Montpetit also noted Adidas Canada is registered with Quebec's Office de la langue franรงaise, and says she's surprised the company did not move quicker on addressing the matter.