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Betrayal: Major brands lose their footing as they walk the China tightrope – Sydney Morning Herald
For the likes of Asics and Hugo Boss, backtracking on their support of China amidst the Uighurs controversy is proving to be costly.
For the Chinese market, the reversal was a betrayal. Nike, H&M and Adidas have all pledged to end using cotton from Xinjiang. They were also accused of making a suicidal decision, by Chinese state media, but were spared the double-crossing badge that will entrench consumer resentment.
Chinese celebrities followed. Three severed their connection with Hugo Boss within hours. One Chinese actor, Li Yifeng, who has more than 60 million followers on Weibo, had the unusual distinction of being a brand…
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