When Brands Change Locks on Celebrities

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Emma Raducanu won the Women's Singles title at the 2021 U.S. Open and brands
streamed in, for her to sell expensive products. Photo Credit: online pic.

We need sneakers, so factories in China make them. They just glue in French, Italian or British brand names on the footwear. These brands are gunning for the same customer base therefore, competition is high. Solution? They sit down with famous rappers, NBA players, tennis players or movie stars and cut a deal.

Name recognition is powerful in both politics and clothing. That’s why music and sports celebrities sign contracts to sell handbags, clothes, cologne, cars and other products.

Advertising doesn’t work for me because I’m a certified 50% off shopper. What is even sweeter is 70% off. Advertisers don’t care. I’m not the target, fans are. Most of them buy what their favourite rapper or basketball player is selling.

Contracts are like a door. They have a tiny opening called the key hole. The celebrity and the sneakers manufacturer both have keys because they sign on the dotted line. However, the brand can change the locks anytime it feels threatened.

Misbehaving Celebrities

Contracts have many pages because they try and cover everything, including future problems. Money is the first thing on a celebrity’s mind. His agent insists on it. That’s why most celebrities don’t understand when brands change locks over what they think is personal.

An online comment or re-tweet might result in a change of locks. Deciding to go vegan when a celebrity is selling hamburgers will definitely change locks.

More and more, manufacturers are aware that celebrities are like the ocean. They are calm when they sign the contract, but might evolve into a wave that might crush the brand, two years down the road. That’s why they have the power to change locks.

By: Nonqaba waka Msimang.

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