Watch the film featuring Lionel Messi, Son Heung-Min, Karim Benzema, Jude Bellingham, Stormzy, Achraf Hakimi, Pedri and Serge Gnabry here
The shared motivation of this week’s most notable Chinese brand collaborations is to reach Generation Z: whether that’s through media publications they follow — such as streetwear title Aykes working with Asics — or via their favorite music artists.
Adidas’ delay could have been guided by a hope that West would apologize, before the brand finally recognized the reputational impact of the artist’s words.
The recent spate of brazen celebrity scandals spotlights the risks brands face when they hook up with big names. For brands, this equates to a rethink of their marketing mix.
In the wake of Ye’s antisemitism scandal, celebrity and influencer marketing agencies share how they have stepped up vetting tactics to mitigate risk for brands. For those with a low risk tolerance, humans may not be an option.
Adidas and West launched fashion collaboration Adidas Yeezy in 2015.
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