THE ANALYST VIEW ON INFLUENCER MARKETING

Read how brands like Adidas bet on testimonials to increase their reach – and sometimes risk losing 

Testimonials are a popular marketing tool. Well-known faces raise awareness of a product and lend it credibility. In the best-case scenario, this can encourage consumer behaviour and drive brand loyalty, but it can also mean risks worth billions, as the case of Adidas and Kanye West shows.

Adidas had already parted ways with West in October 2022, but the legal dispute would end up lasting two years.