The news: An offhand remark by Kylian Mbappé on the French talk show “The Bridge” about a meme depicting him as former Chinese leader Mao Zedong sparked a backlash that prompted three Chinese sponsors to drop him, per The Athletic. The Real Madrid striker subsequently apologized for his “ill-judged” remarks.

Why it matters: Celebrity endorsements can be a powerful marketing tool, particularly among younger consumers. Nearly 1 in 4 US Gen Z beauty shoppers (23.5%) said a celebrity or influencer endorsement factored into their decision to purchase a new product, according to a July 2026 EMARKETER survey.

But the same visibility that makes celebrities valuable to brands also makes them risky partners. Their every word and action are scrutinized, and even an offhand comment can damage the reputation of the brands they represent.

Mbappé’s remarks could have repercussions for On, which signed a major deal with him last month to help develop and test football shoes and apparel. China is a fast-growing market for On, and the controversy risks tarnishing the brand’s image there. Chinese state television (CCTV) has already suspended some La Liga broadcasts and pulled advertisements featuring Mbappé, per CNBC.

The fallout from celebrity partnerships can be far more costly. After Kanye West made a series of antisemitic remarks in late 2022, brands including Adidas, Gap, and Balenciaga severed ties with him. The financial consequences lingered for quite a while as Adidas didn't sell its remaining Yeezy inventory until the end of 2024.

Implications for retail: Mbappé’s controversy highlights the risks of celebrity endorsements. While high-profile partnerships can deliver enormous visibility and credibility, brands have little control over what their endorsers say or do.

That risk is particularly acute in China, where even seemingly minor missteps can spark significant backlash. While brands can no longer count on China as the growth engine it once was, it remains a critical market for many global companies, making unnecessary controversies especially costly.

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