Adidas and West launched fashion collaboration Adidas Yeezy in 2015.
Crisis, legal and sports communications experts weigh in on West’s recent actions, and detail strategies brands can use when celebrity-related issues arise.
The apparel-maker is rocked by accusations that items from its latest collection strongly resemble Japanese military outfits during WW2.
The brand is the latest retailer to come under flak amid a surge in consumer patriotism in China and growing geopolitical tensions.
While the recent campaign by Layer’r Shot raised a furore over the glorification of rape culture, the perfume category in itself has not learned much about sensitisation, claims the author
Chinese consumers tend to turn themselves into brand representatives. So if companies abruptly terminate their partnerships with celebrities, shoppers feel betrayed by them.
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