If you have not heard about it, there has been controversy surrounding the partnership between Adidas and Kanye West. Their partnership involved collaboration for a shoe called Yeezy. The Adidas Yeezy collection helped bring a boost to Adidas, bringing them back into the market. But after controversy dealing with discriminatory and anti-semitic remarks, that partnership became strained and eventually ended.
This brings about different opinions on issues of should a brand/company be involved or outspoken about their views. Or should they be neutral and refrain from being in favor of any parties? If a brand/company stands by a belief, should it take action for it? It is quite a handful to consider because let’s say you do have a brand that stands as its own, yet you as the individual have your own beliefs and values that you translate through your brand. At this point, if something happens in a society that goes against your belief or attacks it, will you get involved and protect it?
As for the partnership between Adidas and Kanye West, Adidas had to sever the partnership to avoid penalties regardless of its loss in revenue. Due to their historical association with Germany’s Nazi party, they had no other choice. They had to protect and choose what was best for the company, no matter the cost. Would you be able to do or justify that if it were your company?
