Reputation comes first.
Adidas decided to stop further cooperation with the luxury brand Balenciaga. The statement followed the scandal about the Balenciaga advertising campaign, which caused worldwide condemnation.
Adidas said it is currently "re-evaluating" the collaboration with the brand, and further collaborations have been postponed "until further notice."
This is not Adidas's first broken significant contract in 2022. Previously, Adidas was forced to cancel its collaboration with Kanye West on collaborative collections with Yeezy. However, the company continued to sell silhouettes designed in collaboration with the brand.
This fall, the Parisian brand was embroiled in scandal after carelessly releasing an ad campaign on the verge of foul play. The brand's new collection was advertised by children holding toys in BDSM outfits. Balenciaga quickly removed the ad and apologized to the global community, and refused to sue the production company that created the ad.
Nevertheless, Adidas decided to reassure itself and temporarily withdrew its partnership with Balenciaga. On the website of the brand, it is currently impossible to order products from the latest collaborations as the shipments have been completely suspended.