A terror attack on New Year’s Day in New Orleans left at least 15 people dead and dozens injured when 42-year-old Shamsud-Din Jabbar, an Army veteran who had pledged allegiance to ISIS, drove a pickup truck into crowds on Bourbon Street. The tragedy occurred during the early hours of January 1, casting a dark shadow over celebrations and forcing the postponement of the Sugar Bowl game between Georgia and Notre Dame, which was rescheduled from Wednesday night to Thursday afternoon.
Before the rescheduled game, Allstate CEO Thomas Wilson delivered a video message aired on ESPN. Wilson expressed condolences to the victims’ families and called for Americans to “overcome an addiction to divisiveness and negativity.” He urged communities to embrace trust and acceptance, stating, “Together, we win.”
The statement quickly ignited backlash on social media. Critics argued that Wilson’s remarks failed to condemn the act of terrorism and instead focused on vague calls for unity and acceptance. Turning Point USA spokeswoman Isabel Brown led the charge, posting the video with the caption, “You’re JOKING,” and criticizing Allstate’s approach as “ridiculous propaganda.”
Prominent figures echoed these sentiments, including Texas Governor Greg Abbott, who wrote, “This is crazy by Allstate. Maybe — and hear me out here — we should all agree that terrorism will not be tolerated in the United States.” Conservative commentator Clay Travis also weighed in, questioning Allstate’s priorities: “How about condemning terrorism? Fire all your PR people.”
Other voices underscored what they saw as corporate disconnection from public sentiment. Conservative activist Robby Starbuck accused Allstate of “suicidal empathy” for seemingly empathizing with the ideology of the perpetrator. Former NBC reporter Michele Tafoya remarked that Allstate likely regretted its decision, describing the video as a “bad decision” filled with “silly platitudes.”
Turned on the Notre Dame – Georgia game for it to start with this ridiculous propaganda from @Allstate on yesterday’s terrorist attack:
“We need to overcome an addiction to divisiveness and negativity… & accept people’s imperfections and differences”??!!!
You’re JOKING. pic.twitter.com/Xiwdek3BoP
— Isabel Brown (@theisabelb) January 2, 2025
Allstate, a longtime sponsor of college football, has been associated with the Sugar Bowl since 2007. Known for prominently featuring its logo, including the symbolic image of two hands, the company has also championed diversity, equity, and inclusion (DEI) as part of its corporate values. Critics argued that this focus on DEI contributed to the misstep, prioritizing abstract ideals over a firm condemnation of the terror attack.
The attack itself has reignited broader discussions about national security and corporate responsibility. Many Americans feel that companies with significant public platforms have a duty to directly address threats like terrorism rather than dilute the message with unrelated calls for unity.
The broader debate reflects a growing frustration with corporate responses that fail to align with public expectations during national crises. Instead of offering unequivocal support for victims and clear repudiation of terrorism, Allstate’s approach has been viewed by many as tone-deaf and dismissive of the gravity of the attack.
