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Ye or Nay? - When Partnerships Turn Sour

Norberg, Nelson LU ; De Luca, Elena LU and Lee Alm, Daniel LU (2025) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20251
Department of Business Administration
Abstract
The date is October 8th, 2022 in Herzogenaurach, Germany. You are a board member of Adidas, a world renowned sportswear brand - a brand which has seen an immense growth over the past decade, growth which has also translated into a record valuation for the company in the stock market. But today is not a day which calls for celebration. One of your key collaborators, a person which you could attribute a great share of the company’s growth to, is in hot waters over his actions during the past few days. Media is reaching out for comments, shareholders are demanding action, and consumers are threatening boycotts. As you are about to enter the boardroom to discuss the impending actions towards this individual, you feel your phone vibrate in your... (More)
The date is October 8th, 2022 in Herzogenaurach, Germany. You are a board member of Adidas, a world renowned sportswear brand - a brand which has seen an immense growth over the past decade, growth which has also translated into a record valuation for the company in the stock market. But today is not a day which calls for celebration. One of your key collaborators, a person which you could attribute a great share of the company’s growth to, is in hot waters over his actions during the past few days. Media is reaching out for comments, shareholders are demanding action, and consumers are threatening boycotts. As you are about to enter the boardroom to discuss the impending actions towards this individual, you feel your phone vibrate in your pocket. “New Tweet…” - the notification reads. This notification would make an already bad situation even worse, and would put Adidas at the forefront of one of the most prolific celebrity scandals in recent years. What do you do? (Less)
Please use this url to cite or link to this publication:
author
Norberg, Nelson LU ; De Luca, Elena LU and Lee Alm, Daniel LU
supervisor
organization
course
BUSN35 20251
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Crisis Management, Strategic Partnerships, Crisis Communication, Adidas, Yeezy, Kanye West
publication/series
LBMG Corporate Brand Management and Reputation - Masters Case Series
language
English
id
9186780
date added to LUP
2025-03-27 13:30:38
date last changed
2025-03-27 13:30:38
@misc{9186780,
  abstract     = {{The date is October 8th, 2022 in Herzogenaurach, Germany. You are a board member of Adidas, a world renowned sportswear brand - a brand which has seen an immense growth over the past decade, growth which has also translated into a record valuation for the company in the stock market. But today is not a day which calls for celebration. One of your key collaborators, a person which you could attribute a great share of the company’s growth to, is in hot waters over his actions during the past few days. Media is reaching out for comments, shareholders are demanding action, and consumers are threatening boycotts. As you are about to enter the boardroom to discuss the impending actions towards this individual, you feel your phone vibrate in your pocket. “New Tweet…” - the notification reads. This notification would make an already bad situation even worse, and would put Adidas at the forefront of one of the most prolific celebrity scandals in recent years. What do you do?}},
  author       = {{Norberg, Nelson and De Luca, Elena and Lee Alm, Daniel}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{Ye or Nay? - When Partnerships Turn Sour}},
  year         = {{2025}},
}