Water Can Carry a Boat, But it Can Also Overturn it

The title is an old saying in China, which illustrate the relationship between two independences — water and boat.

Brands have partnered with celebrities to increase brand awareness and expand their influence. One of the most effective collaborations recently is between Adidas and Kanye West. They worked together and launched Adidas Originals + KANYE WEST series products.

Kanye West brought numerous profits and fame to Adidas. GenZs were excited and craving every launch of new products.

However, everything has changed. Kanye West has been posting anti-Semitic remarks and hates speeches through social media platforms. Kanye West has been largely condemned.

His Twitter and Instagram accounts were restricted, with the social media platforms removing some of his online posts that users condemned as antisemitic.

Due to the close relationship between Adidas and Kanye West, Adidas has been experiencing negative influences. Eventually, Adidas announced to end of the collaboration at the end of October 2022.

“Adidas does not tolerate antisemitism and any other sort of hate speech.”

Although Adidas underwent a massive loss in revenue because of the termination, it stopped the brand from future greater losses. Profits are only numbers, but reputation and trust are essential for sustainability.

Ironically, after five months, Adidas announced to reconnect with Kayne West.

Maybe Adidas thought everyone needs to remember what Kayne West did previously since social media only has limited memories. It is time for them to make a profit from us again.

I would appreciate it if Adidas terminated the collaboration rather than reconnection after everything on social media calmed down. Maybe that is why I can not be a capitalist.

Referring to the old Chinese saying, Kanye West is the water, and Adidas is the boat.

Let us see their next move!