Sport · Brand · Crisis · 10 min

Should a brand take a stand?

You are brand director of Kanam, the sportswear young people across the region wear.

Kanam turns 30. The agency proposes one line: “Believe in something, even if it means sacrificing everything.” The face: Malick, a star who lost his career after protesting injustice on the field. Young people call him a hero. Others call him a troublemaker.

Your brand has always been about daring. Your board has always been about not upsetting anyone.