Case Study:

Adidas

Brand reputation attack

Jenny Gardynski
Director of Communications, G2

In early 2023, a series of press releases claimed Adidas had launched a new fashion line at Berlin Fashion Week and that a Cambodian whistleblower, who was a former employee, had been appointed as co-CEO to oversee ethical compliance. However, all of this was entirely untrue. In fact, the activist group behind this false information, The Yes Men, is known for drawing attention to social and ethical issues in large corporations.

Adidas responded swiftly, denying the claims and clarifying that the press releases were fake. But the damage had already been done. Alongside dealing with the hoax, Adidas found itself navigating existing allegations regarding unfair wages and poor working conditions. The company had no choice but to defend itself, keeping its name in the headlines.

This incident highlights the importance of having a strong, well-prepared crisis communications plan in place. Jenny Gardynski, Director of Communications at G2, shared her insights on what companies can do to prepare for such crises, and how to recover effectively.

"The most important thing in a crisis plan is determining which stakeholders should be involved and what their roles and responsibilities are," she said. “You should have pre-established communication channels and processes, ensuring that templates, key materials and a clear distribution plan are readily available. While every crisis varies, having these things set up in advance minimizes the need to figure them out in the moment of an actual crisis, allowing you to move much more swiftly into action.”

Gardynski also emphasized the need for a quick but thoughtful response: "Before determining an action plan, you would want to first understand the impact. How widely is this misinformation being distributed? How much traction is it getting?"

In cases where misinformation gains significant attention, as in the Adidas situation, a response is necessary. She suggested creating a statement, key messages document and FAQs while starting with internal communications to clarify the situation with employees before going public.