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A tale of two crises – what communicators can learn from Adidas and Nike case studies communication crisis communications media relations public relations social media

The top two global sportswear brands – Adidas and Nike – have both taken a reputational hit from scandalous comments and social media posts by high-profile celebrity partners. The circumstances were parallel, but the way each company responded to its crisis had profound implications for damage limitation. An analysis of the coverage data reveals some important lessons for communicators everywhere about the interaction between corporate culture and the effectiveness of crisis response.

The headaches for Adidas came from Ye (Kanye West) who criticised the brand and went on to make anti-semitic comments in the media that caused social media uproar. Adidas eventually cancelled its partnership with Ye, but only after weeks of speculation during which time more than 4,000 articles were published, according to data from Newswhip. These articles drove millions of engagements, many of which criticized Adidas for not acting more decisively.

Meanwhile Nike was much quicker to sever...

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