The turn of a new decade has been a rocky one and many causes have been brought to the ‘mainstream' by brands – for some, to change public perception, others as a representation of their guiding principles. Rather than looking at the causes themselves, why, when some brands take a stand does it land, and when others try, it falls flat?
Many brands have been called controversial, some have even embraced it and built their reputation on it, like Vivienne Westwood bringing punk to mainstream or Apple encouraging audiences to 'think differently.’ But there seems to be a fine line that brands toe – especially when that controversy is entrenched in current affairs and the day-to-day culture audiences are a part of.
So when a brand makes a stand, they’re expecting a reaction – whether applause or backlash – to create conversation.
In sport, we see athletes align themselves with brands through sponsorships, endorsements, the clubs they represent or the 'tools of the trade' that they choose on-field. So, what makes a brand’s decision to endorse – or not – a cause different?
Breaking barriers
In 2019, four years after the US Women's National Team won the FIFA Women's World Cup (for the third time) and a day after International Women’s Day the team filed a Gender Discrimination lawsuit, Adidas took a stand for equality publicly alongside them.
At the end of 2018, Adidas launched their ‘She breaks barriers’ campaign. Just a day after the US Women's National Team escalated their years-long battle with the US Soccer Federation with a Gender Discrimination lawsuit, Adidas announced that they would pay sponsored female World Cup winners the same bonuses as their male counterparts.
The risks…
Sponsoring six of the 24 participating national women's teams (Argentina, Germany, Japan, Scotland, Spain, Sweden) [1], and in partnership with FIFA since the 1970s to provide the official World Cup match balls, Adidas would be highly visible during the tournament.
With record-breaking viewership expected (and reached) [2], if received negatively Adidas’ “Equal Pay for Equal Play” statement – drawing attention to the disparity in tournament prize money – could cost them the support of the global governing body for one of the biggest sports in the world, as well as impacting public perception of the brand.
This was an opportunity for Adidas to become synonymous with equality through women’s football, and grow their market value – which in 2019 had stalled at almost a third of that of competitor Nike. [3]
The conversation was highly concentrated on the US Women’s National Team – tournament favourites – a team linked with one of Adidas' major competitors. [4] So, some of the most globally recognisable figures included individuals who were not only representing Adidas' competitors but had drawn backlash for making a stand for equality publicly.
Megan Rapinoe, in particular, came under fire on multiple occasions; including drawing the attention of an equally divisive public figure, then President Donald Trump.
(Trump criticised the World Cup and Olympic gold medallist for kneeling in protest and solidarity with Colin Kaepernick and then again voiced his opinion when Rapinoe remained silent – after the US Soccer Federation stated a rule for standing – during the natural anthem.)
Financially, Adidas' pledge to match Adidas athlete winner bonuses was a calculated financial risk, with the potential number of recipients far lower; only 24 nations took part in comparison to the 32-team men's tournament, not all athletes hold sponsorships – and those with sponsorships are not all representing Adidas. In fact, looking at the tournament favourites (and eventual winners), the USA, only four players were Adidas athletes who would benefit from the stand.
This conversation is at the next step.
We have to collaborate. It takes everybody. This is my charge to everybody:
‘Do what you can. Do what you have to do.
Step outside of yourself.
Be more. Be better.
Be bigger than you’ve ever been before.'
Megan Rapinoe [5]
The stand…
Through their 'She Breaks Barriers' campaign, Adidas drew attention to the lack of visibility of women's sports and athletes, while the statement from Executive Board Member and Head of Global Brands (Eric Liedtke) also created a platform for them to join conversations with relevance beyond sport; equal pay and representation.
Sticking the landing…
Adidas attempted to address multiple points of inequity in women's sports (pay, working conditions, and visibility, to name a few) all in one go.
In my opinion, a lack of focus meant this struggled to stand on its own feet and got lost in the crowd.
- Miss(match)ed alignment. While seemingly aligned with the Adidas 'she breaks barriers' pillar (and campaign), according to Adidas this is “designed to inspire, enable and support the next generation of female athletes, creators and leaders." [6]
- Lack of allies/endorsement. The cause itself garnered plenty of attention – including that of world leaders (then-President Trump). But with many of the US Women's National Team best-known (Megan Rapinoe, Alex Morgan, Carli Lloyd) signed to competitors, Adidas were without a familiar face or voice to draw the general public to the rallying cry.
- And finally, Adidas took a stand, but a stand that was overshadowed by the larger conversation as well as other responses.
- Visa committed to investing equally the marketer speed of their men's 2018 tournament campaign for the 2019 Women's World Cup. [7] Their 'One moment can change the game' campaign showcased the true stories of anticipated World Cup stars (from many nations) as well as taking the conversation beyond sport.
- Secret, Proctor and Gamble's female-focused deodorant brand, pledged $23,000 to the 23 members of the US Women's National Team after the successful defense of their World Cup title and record fourth win of the Women's tournament. [8]
With the ongoing lawsuit and global calls for diversity, inclusion, and representation, this marks just one chapter as part of Adidas’ wider purpose;
Through sport, we have the power to change lives.
References
[1] Score and Change / FIFA Women’s World Cup: prize money, sponsors, attendance and more
[2] FIFA 2019 Women's World Cup watched by more than 1bn
[3] https://www.statista.com/statistics/985227/brand-value-comparison-of-nike-and-adidas-worldwide/
[4] US Soccer / Sponsors & Partners
[5] Megan Rapinoe / NY World Cup Parade speech / 11-July-2019
[6] Adidas News / 07-March-2019
[7] SportBusiness / Visa’s commitment to women’s football lays down a challenge for other sponsors
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