The Big Picture

Vincent Boland: The Adidas-Ye fiasco is a cautionary tale for brands signing starry mega-deals

As Adidas is discovering to its cost after falling out with Kanye West, a badly judged corporate-celebrity relationship can be damaging to the bottom line as well as to reputation

Ye (formerly known as Kanye West), announces the future of his partnership with Adidas at Milk Studios in June 2016 in Hollywood, California. Picture: Getty