A popular US footwear brand, HEYDUDE, has faced backlash after posting a collaborative Instagram image with a fraternity at the University of Florida, despite two former members being accused of disseminating nonconsensual intimate images.

The post, featuring members of Theta Chi fraternity in orange-and-blue sneakers, drew criticism from students and alumni, with many calling for a boycott of the brand. The controversy stems from allegations that two former members, Kamran Ahmed and Brendan Pitfield, used anonymous accounts to share a video of Maddie Kowalski, a UF student, without her consent.

While Theta Chi CEO Michael Mayer condemned the alleged behavior, HEYDUDE maintains it had no knowledge of the accusations when planning the collaboration. The footwear brand's spokesperson stated that they have 'no affiliation, sponsorship, or ongoing partnership' with UF Theta Chi.

Maddie Kowalski and her mother wrote to the company, questioning their choice to work with a fraternity involved in such an incident. The case highlights the tension between commercial partnerships and ethical considerations in campus life.