London -Adidas has come under fire for a social media campaign which inadvertently led to the sportswear giant tweeting out racist, antisemitic and abusive terms to hundreds of thousands of followers.

The company ran a campaign on Monday aimed at promoting its new Arsenal shirt, which generated personalized images of the new product bearing the Twitter usernames of people who liked a promotional tweet.

TWTR But the stunt was hijacked by several users who changed their Twitter () handles to include offensive terms.

That prompted Adidas’ UK account to send out images of the shirt bearing abusive phrases including the n-word as well as references to the Holocaust.

Others made light of the Hillsborough disaster, in which 96 soccer fans were fatally crushed inside an English stadium in 1989, and the disappearance of Madeleine McCann, a British child who went missing in Portugal in 2007.

ADDDF The handles were followed with a message that read: “This is home. Welcome to the squad,” along with a link to buy the new shirt. Adidas () said it was investigating the incident.