As the recent fall-out between Adidas and Ye has demonstrated, the people that brands associate with, either in collabs, or as influencers, can have a big impact on their image.
While that particular image earned Adidas multiple billions during their 7-year relationship, it could now lose them an equal fortune far quicker.
In 2019, the global influencer industry was worth 6.5 billion US$. Just three years later, it’s now calculated to have grown to 16.4 US$.
As influencer marketing shows no signs of slowing down, it’s a reminder to dig deep to make sure the beliefs and behaviours of those who wear your badge align fully with your own.
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