2 Ex-Frat Members' Cyberharassment Case Fuels HEYDUDE Ad Backlash

Gainesville, Florida — Footwear brand HEYDUDE is facing an online backlash after publishing an Instagram collaboration with the University of Florida chapter of Theta Chi, days after two former chapter members were charged with sexual cyberharassment, according to WIRED.

What did HEYDUDE post, and when?

On September 25, HEYDUDE — a slip-on sneaker brand acquired by Crocs in 2022 — posted photos on Instagram showing Theta Chi members wearing orange-and-blue versions of the brand's "Wally" loafer, captioned "@heydude called, @thetachiflorida answered," according to WIRED. The brand also posted a TikTok video filmed outside the fraternity house captioned "wtf is any shoe besides a HEYDUDE?" WIRED reports the posts drew comments including "#CancelHeyDude" and threats of boycotts.

What are the allegations against the two former members?

WIRED reports that two former Theta Chi members, Kamran Ahmed and Brendan Pitfield, allegedly used anonymous accounts — "Steve 'SC' Cumfull" and "Arnie_Grape16" — to distribute a nonconsensual intimate video of Maddie Kowalski, then a 19-year-old UF student. According to affidavits from the Gainesville Police Department cited by WIRED, one post identified Kowalski by full name and sorority affiliation, and the posts accumulated thousands of views, causing her "widespread public humiliation and significant emotional distress." Both men face a first-degree misdemeanor charge of sexual cyberharassment, punishable by up to a year in jail and a $1,000 fine, WIRED reports. Pitfield has entered a not-guilty plea. Kowalski is separately suing both men for damages in the U.S. District Court for the Northern District of Florida, according to WIRED. Attorneys for Pitfield and Ahmed did not immediately respond to WIRED's request for comment.

How has the UF campus responded?

On September 15, students circulated a flier calling for a protest outside the Theta Chi house and demanding the chapter's removal from campus, stating "They need to be held accountable," WIRED reports. On the anonymous forum YikYak, posts have called to "boycott" or "nuke" the chapter, according to screengrabs reviewed by WIRED. A screengrab of Instagram comments from an account linked to Ahmed appears to show other members referencing his alleged burner name, WIRED reports, and some comments reference a cryptocurrency bearing Kowalski's name that the police affidavit alleges Ahmed promoted on X.

What has Theta Chi's national organization said?

Theta Chi CEO Michael Mayer told WIRED that the conduct described in the affidavit is "reprehensible" and "completely contrary to Theta Chi's ideals." No other chapter members have been charged, according to WIRED.

What happens next?

• Pitfield's criminal case proceeds on a not-guilty plea; Ahmed's plea status was not specified by WIRED.
• Kowalski's civil suit against both men continues in federal court in Florida's Northern District.
• HEYDUDE and Crocs have not issued a public statement addressed in WIRED's reporting; whether the brand removes or defends the campaign remains to be seen.
• Whether UF or Theta Chi's national organization takes further action against the Florida chapter is unresolved, per WIRED.

HEYDUDE did not respond to a request for comment cited in WIRED's report. Read WIRED's original reporting for the full account.