Ekupheleni konyaka odlule, Adidas Wenza isinqumo esinqala (kodwa esilungile): aphule ubudlelwano bakhe nalo mculi onempikiswano Kanye West ngemuva kweminyaka engu-9 yenkontileka. Isizathu? Ukuphuma kokugcina komculi onezincazelo ezicacile zokucwasa. Kakade ngaleso sikhathi inkampani yaseJalimane yamemezela ukuthi lokhu kuzobandakanya ukulahlekelwa okukhulu kwezomnotho, kodwa ake sithi manje sekufanele ibhekane namaqiniso kanye nazo zonke lezo zigidi eziya endlini yangasese. Ingasaphathwa, yebo, inani elikhulu kakhulu isitokwe lokho buthelela kusuka amateki ayezi.
isehlukaniso esidingekayo
Naphezu kweminyaka yobudlelwano bokusebenza, inkampani yaseJalimane Izicathulo ze-Adidas wanquma, ngoNovemba 2022, ukumemezela ukuthi inkontileka yakhe nomculi Kanye West kwase kuzophela. Umdwebi weqe umugqa - empeleni, wayesekwenzile izikhathi eziningi ngokuphawula kwakhe okungahambisani namaSemite - ngokubonakala emcimbini egqoke isikibha esifundeka kahle. "White Lives Matter". Lo mlayezo wawuyinhlekisa ecacile yesiqubulo esithi “Black lives matter” esidume kakhulu eminyakeni yamuva nje ngenxa yobandlululo oluyihlazo abantu abamnyama abasaqhubeka nalo e-US.
Okubi kunakho konke, umcimbi ngokwawo ubuyisimangaliso Adidas, ukuze athuthukise uhla lwakhe lwamateku e-Yeezy, ayehlelwe phakathi nesonto elihle lemfashini eParis, ngakho-ke wonke umshini wokunyathelisa wawukhona ukuze uthwebule umzuzu onjalo. Lokhu kwaba utshani obuphule umhlane wekamela ukuze inkampani yezimpahla zemidlalo inqume ukuhlukana neWest, into, elinganiselwa ukuthi, izoholela ekulahlekelweni okungaphezu kwezigidi ezingu-250 ngekota elandelayo.
Akukho okuhlanganisa namanani manje adwetshelwe ngokubomvu emahhovisi omkhiqizo. Inkampani okwamanje iphethe a I-YoY yehle ngo-$441 million futhi inovalo lokuthi ingase ifinyelele ezigidini ezingu-635 zamaRandi. Futhi lokhu akubali izigidi ezingu-500 kumasheya e-Yeezy angathengiswanga.
Futhi intaba yamateku esitolo
Ngaphezu kwezibalo ezihlasimulisayo zale nkampani - abakaze bayibone into enjengale eminyakeni engaphezu kwengu-30 yebhizinisi - i-Adidas ibhekene nenye inkinga: ayazi ukuthi isihogo senzeni isamba esikhulu sesitoko lokho kuqongelela emndenini wakwaYeezy. Inani lesethi lilinganiselwa ezigidini ezingu-500 zamadola futhi lisabheka ukuthi liyinikephi:
«Singawuthengisa umkhiqizo ngezindleko... Singawuthengisa ngemali encane bese sikhipha imajini yeminikelo ehlukahlukene… Umgomo esinawo uwukwenza lokho okungase kungasilimaza kangako, futhi senze okuhle.", Inhloso UBjørn Gulden, owayeyi-CEO yakwaPuma futhi njengamanje oyi-CEO yakwa-Adidas.
nikela ku i-caridad Akuyona inketho futhi, ngoba kunengozi yokuthi igcine ezandleni ezingalungile futhi idayiswe kabusha emakethe yamasekeni ukuze wenze inzuzo. Yebo, ucabangele "ukuphazamisa" izicathulo ngaphambi kokunikela ngazo ukuze agweme imikhuba emibi, kodwa-ke, lokhu kuzohlanganisa izindleko ezengeziwe futhi i-Adidas ayikho esimweni sokwengeza izindleko ezengeziwe ...
Ivoti elinjani.