CASE STUDY: American Sports Brand

Back in 2016, an American born sports brand went from the country's iconic sport brand to a political sectarian brand in less than a day. The sports brand opposed the Trans-Pacific Partnership trade agreement because “it benefits their competitors”, and publicly stated “… with the President-elect, we feel things are going to move in the right direction.” With supporters invigorated, a well-known yellow press website later labelled the sports brand the “official brand of the political Revolution.”