It's never easy to deal with a toxic relationship—personally or professionally. Brands can and should create genuine human connections with consumers and working with brand ambassadors is one tool in their toolbox. But celebrities are the same as the rest of us. They bring their own personalities, identities and flaws with their ideas and actions—further adding authenticity to their interactions with people.
But there's a big difference between imperfect and toxic—or engaging in toxic behavior. Ambassadors can be great for a brand, but they also create risk.
These relationships are almost always delicate and become increasingly so if the person representing your brand expresses hateful or even ignorant remarks. Your brand could easily become associated with your ambassador's views.
In an ideal world, you wouldn't partner with someone who has a history of sharing bigoted views with the media or posting racist or homophobic comments on their social channels. We witnessed how Adidas' partnership with Kanye West went horribly wrong because of his antisemitic comments. The brand terminated the partnership, which cost it 250 million euros in the short term. Adidas is proof that risk exists for nearly every brand that has tied itself to celebrities or everyday influencers. It’s also a case study in acting swiftly and decisively.