Rosé and Jennie: Competing Brands, Emerging Rivals?
Jennie is Adidas ambassador while Rosé recently joined PUMA
It’s not unusual for brands to partner with idols to expand their influence in idol culture markets. Brand-artist collaborations can be either group contracts or individual agreements. However, it is quite rare for former collaborators to end up endorsing rival brands, as is happening now with BLACKPINK’s Jennie and Rosé.
Rosé recently signed with PUMA, just about a week after Adidas announced a new campaign featuring Jennie, called CLOT Gazelle.
Interestingly, PUMA and Adidas have been rivals since their inception. The competition is heightened by the fact that the founders were brothers. Adolf (Adi) Dassler and Rudolf Dassler initially co-founded a shoe company called “Dassler Brothers Shoe Factory.” Due to their contrasting personalities and differing business views, they decided to part ways in 1948. Adolf then established Adidas, while Rudolf started anew with PUMA.
Adidas and PUMA continue to compete to this day, but now they are each aligned with a member of BLACKPINK. Fans can’t help but compare the influence of these two girls as they represent their respective brands.
