Athletes grow through mistakes, but brands pay the price when the stakes are global.
By Sushrut Tewari
No one knows exactly what was going through Shubman Gill’s mind when he stepped out in a Nike-branded vest during a match sponsored by Adidas. Maybe it was an oversight, maybe it wasn’t.
Either way, the incident has sparked debate about how much control athletes truly have over the brands they wear, how those choices ripple across billion-dollar sponsorships, and how brands can protect themselves from unwanted controversies.
This isn’t the first time a celebrity has faced scrutiny over brand alignment. Lionel Messi, the official brand ambassador of Tata Motors, is frequently seen driving his personal Ferrari Spider Scaglietti—a contradiction that hasn’t gone unnoticed. But even that moment is eclipsed by Cristiano Ronaldo’s 2020 “Aqua” press conference, where he pointedly pushed aside Coca-Cola bottles and held up a water bottle instead—an unscripted gesture that reportedly wiped $4 billion off Coca-Cola’s market value.
Unscripted brand moments like these can be a double-edged sword. Rival brands like Apple vs. Samsung, McDonald’s vs. Burger King, or Audi, BMW, and Mercedes often capitalize on such slip-ups to fuel their competitive narratives.
However, without a well-thought-out strategy, official sponsors like Adidas risk brand dilution, while competitors like Nike may face criticism for appearing to undermine endorsement deals.
With the right counter-marketing response, though, brands can not only regain control but even turn controversy into increased visibility and sales.
How can Brand react?
In moments like these, brands face a difficult choice. They can react to the situation by distancing themselves from the controversy, they can reclaim the situation by doubling down and owning the narrative before it snowballs, or they can reframe the narrative, making a sure loss into a sure win.
React
Consider Adidas quickly distancing itself from rapper Ye (Kanye West) in 2022 after his antisemitic remarks. The sudden decision to cut ties halted Yeezy production and cost Adidas up to €250 million—but protected its reputation by reaffirming its values. A prompt and firm public stand mitigated long-term brand damage.
Reclaim
Nike’s “Whopper Detour” campaign targeted McDonald’s locations—offering a Whopper for a cent when users were near a competitor. The cheeky move redirected massive attention back to Burger King’s brand, generating 1.5 million app downloads and record engagement. Though designed as ambush marketing, it exemplifies reclaiming narrative via controlled disruption.
Reframe
Nike’s guerrilla tactics—like the “Unlimited Stadium” in Manila during the Rio Olympics—reinforce its brand ethos by turning unexpected moments into brand-building experiences. Runners competing against their avatar on a shoe-shaped track didn’t just generate buzz—they “found greatness,” aligning the stunt with Nike’s core messaging.
Unofficial moments like these can be the gems that brands need to bring their marketing and PR back on track; what matters here is how they react to these incidents.
