From Breakingviews - Adidas and AB InBev influencer hangover may return
the first sale of potentially toxic Yeezy sneakers for around 400 million euros. That was surprising as the products stemmed from a partnership with designer-rapper Ye, formerly known as Kanye West, before he was dismissed for making anti-Semitic comments. The scarcity value that consumers now attribute to the remaining Yeezy shoes helped Adidas slash its expected 2023 operating loss to 450 million euros from a previous forecast of 700 million euros.
Belgium beer producer AB InBev, meanwhile, grappled with a different influencer headache. The world's largest brewer experienced an April consumer boycott after picking transgender influencer Dylan Mulvaney to promote its popular Bud Light brew. EBITDA in North Americaby 25% year-on-year in second quarter. Yet, a global footprint and margin expansion in countries like Mexico helped offset the pain for the $97 billion company.
While both companies have found ways to address their missteps, they face lingering issues. Adidas has yet to clarify how it plans to replace its high-margin Yeezy sneakers. And while AB InBev say 80% of its
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