Adidas AG: Kanye West and Corporate Brand Ambassadors
This case examines the termination of the nine-year partnership between Adidas AG and music artist Kanye West, following West’s antisemitic comments on social media. The case explores the immediate public reaction, the subsequent actions of Adidas, and the financial implications for Adidas. The case also explores the risks and rewards associated with celebrity endorsements in the athletic footwear industry and analyzes the effect of such endorsements on brand reputation. The case concludes by discussing the company’s efforts to recover from the fallout and the ongoing challenges the company faces from shareholders and sneaker buyers. 13 pp.
Case #23-08 (2023).
1. To Understand the Impact of Celebrity Endorsements: Explore how celebrity partnerships can significantly impact a company's brand image, market share, and financial performance.
2. To Examine Crisis Management: Analyze how businesses should respond to public controversies involving celebrity endorsers and assess the consequences of their decisions.
3. To Evaluate Brand Values and Authenticity: Investigate the importance of aligning celebrity partnerships with a company's core values and the role of authenticity in shaping consumer perceptions.
4. To Assess Financial Implications: Understand the financial repercussions of terminating a high-profile partnership and consider strategies for recovering from such setbacks.
5. To Learn from Industry Examples: Examine real-world cases like Adidas and Kanye West to draw lessons about the dynamics of the celebrity endorsement landscape and the risks and rewards associated with these partnerships.