HEYDUDE, the Crocs-owned footwear brand, posted a promotional Instagram and TikTok on September 25 featuring the University of Florida's Theta Chi chapter and what appeared to be UF-themed Wally loafers. The posts drew immediate backlash because two former members of the chapter, Kamran Ahmed and Brendan Pitfield, are charged with sexual cyberharassment over allegedly distributing a nonconsensual intimate video of fellow student Maddie Kowalski.
Commenters called for a boycott and used the hashtag #CancelHeyDude. Kowalski told WIRED that she and her mother emailed the company to ask why it worked with the chapter and did not hear back. HEYDUDE told WIRED it has no affiliation, sponsorship, or ongoing partnership with UF Theta Chi, and that the post was part of a broader 'HEYDUDE Tailgate Tour.' The company said it was unaware of the allegations when the tour was planned and would re-evaluate future stops.
Theta Chi told WIRED that Ahmed and Pitfield are no longer members and that the fraternity would support the maximum allowable penalty and permanent expulsion from UF if they are found guilty. The episode illustrates the reputational risk for brands that partner with campus organizations without vetting, especially as social media criticism of fraternity culture grows.