Get all your news in one place.
100's of premium titles.
One app.
Start reading
The Conversation
The Conversation
Pankhuri Malhotra, Assistant Professor of Marketing, University of Oklahoma

Ye and Adidas break up: Why brand marriages sometimes go bad

Adidas Lego Shell Starbucks Spotify Yeezy Gap Kanye West Twitter Inc. BMW
Ye, formerly Kanye West, lost some of his corporate partners after expressing antisemitic remarks. AP Photo/Evan Vucci

Brand partnerships between seemingly disparate companies or organizations are all around us.

Clothing retailer H&M partnered with animal rights group PETA in 2021 to launch a vegan fashion collection. FIFA, soccer’s world governing body, and automaker Hyundai agreed in 2022 to run a global campaign that uses soccer to promote sustainability. Meditation app Headspace collaborated with Whole Foods Market in 2021 to create a video series on Instagram’s IGTV video app on mindful shopping, cooking and eating.

Sign up to read this article
Read news from 100's of titles, curated specifically for you.
Already a member? Sign in here
Related Stories
Top stories on inkl right now
One subscription that gives you access to news from hundreds of sites
Already a member? Sign in here
Our Picks
79 Nostalgic Photos That Take ’80s Kids Straight Back To Their Childhoods
80s had everything: bright neon colors, ABBA, Queen, and Madonna on the radio, huge power suits, and poofy hair that is now only associated with hair metal bands. If you love this decade, take a trip down memory lane with these pics from r/80s, where people share nostalgic items and…
Bored Panda
Bored Panda
Billy Corgan defends decades-long friendship with Marilyn Manson
Billy Corgan haș defended his friendship with Marilyn Manson, insisting that just because he stood by the rocker amid sexual abuse allegations, it doesn’t mean that he doesn’t have “an opinion”.
BANG Premier
BANG Premier
Ancestors all around – millions of dead people linger in Americans’ memories
Halloween kicks off a series of religious and cultural festivals to honor the dead, including All Saints’ Day, All Souls’ Day and the Day of the Dead. But deceased loved ones don’t disappear from people’s social worlds once the ghost and skeleton decorations come down.
The Conversation
The Conversation
“Like We’re Peasants”: Jenna Ortega Enrages Her Fans After Revealing How She Feels About Interacting With Them
Jenna Ortega has angered some fans after opening up about the pressure of meeting them and explaining why she doesn't always feel comfortable stopping for photos.
Bored Panda
Bored Panda
Raw vs fresh: Is this brand's 'Michelin Dog Star' food worth the hype?
Billed as the nation’s top-rated dog food, here’s why your pet might be better off eating human-grade ingredients
Evening Standard
Evening Standard
McDonald’s confirms return of beloved menu item — here’s what to know
Menu item will be available in certain states starting October 27
The Independent UK
The Independent UK
Fourteen days free
Download the app
One app. One membership.
100+ trusted global sources.
Download on the AppStore Get it on Google Play