Popular national shoe brand HEYDUDE recently published a joint Instagram post with the University of Florida’s Theta Chi fraternity, prompting backlash online. The collaboration came after two former members of the fraternity were accused of disseminating intimate, non-consensual images of their college peers.

On September 25, HEYDUDE, one of the viral shoe brands acquired by Crocs in 2022, posted a photo on its Instagram account promoting a shoe that appeared to be a University of Florida version of the brand’s popular Wally loafer. The lightweight slip-on sneaker features foam inserts.

“@heydude called,” @thetachiflorida wrote in the caption, alongside a photo of Theta Chi members wearing orange and blue sneakers. A video posted to a TikTok account outside a Florida fraternity house carried the caption, “Are there any other shoes besides HEYDUDE?”

HEYDUDE Collaboration Draws Online Criticism

The Instagram post sparked criticism in the comments, with many users questioning why HEYDUDE chose to work with the fraternity. One commenter wrote, “#CancelHeyDude.” Another responded, “If I wore shitty shoes I would boycott, but I don’t do that so I can’t boycott.”

Former Theta Chi Members Accused of Sharing Intimate Images

As WIRED previously reported, two former members of the University of Florida’s Theta Chi chapter, Kamran Ahmed and Brendan Pitfield, allegedly used anonymous writing accounts with the handles “Steve ‘SC’ Cumfull” and “Arnie_Grape16” to disseminate non-consensual intimate videos of Maddie Kowalski, who was then a 19-year-old University of Florida student. One post on X under the account “Steve ‘SC’ Comeful” identified Kowalski by her full name and sorority affiliation.

According to a Gainesville police affidavit, the posts collectively received thousands of views. Kowalski’s name spread rapidly on X, causing “widespread public humiliation and significant emotional distress,” the affidavit states.

Ahmed and Pitfield are charged with sexual and cyber harassment, a first-degree misdemeanor punishable by up to one year in prison and a $1,000 fine. Kowalski is also suing both men for economic damages in the Northern District of Florida. Through their lawyers, Pitfield, who has pleaded not guilty, and Ahmed did not respond to requests for comment.

Theta Chi Responds to Allegations

No other Theta Chi members have been charged. However, screenshots of Instagram comments from accounts linked to Ahmed show fellow members mentioning the names of his alleged burner accounts. Several comments also mention a cryptocurrency in Kowalski’s name, which the police affidavit says Ahmed promoted on X.

When asked for comment, Theta Chi CEO Michael Mayer previously told WIRED that the alleged conduct described in the affidavit was “reprehensible” and “completely contrary to Theta Chi ideals.”

Protests Follow WIRED’s Reporting

The allegations against Pitfield and Ahmed, along with WIRED’s coverage of the incident, prompted protests on college campuses. On September 15, a group of students advertised a protest outside the Theta Chi fraternity house and distributed flyers calling for the chapter to be removed from campus.

“They need to be held accountable,” the flyer said.