Swift Parting: Brax Bids Adieu to Ex-Couple Schweinsteiger and Ivanovic
Advertising deal with Brax company terminated for Schweinsteiger and Ivanović
Stepping away from a five-year-long partnership, the renowned German fashion brand, Brax, from North Rhine-Westphalia, has parted ways with former football star Bastian Schweinsteiger and tennis champ Ana Ivanovic. The breakup appears premature, following allegations revolving around the advertising campaign’s concept[1].
According to the company representative, the version for the upcoming fall/winter collection will not be seen, as the campaign's foundation has lost its basis[3]. Mark Freyberg, Brax’s managing director, alluded to recent media stories as the reason behind the abrupt abruptly ending the celebrity duo's stint as brand ambassadors[2].
Schweinsteiger and Ivanovic's management have remained tight-lipped about the media reports, refraining from providing any official comments[1]. Freyberg emphasized that the couple's portrayal was a key aspect of their strategy, aiming to attract both male and female consumers[2]. However, due to the unsettling media coverage, it's no longer viable for Brax to continue using Schweinsteiger and Ivanovic as their flagbearers[3].
Remarkably, Schweinsteiger's management stayed mum about the termination of their contract with Brax, while Ivanovic's management has yet to respond to the request for comment[3].
The celebrity duo, who embarked on their brand ambassadorship journey in 2020, had earlier stated that their public appearances and interviews served as crucial elements that nurtured their joint brand[4]. In an interview in 2022, Ana Ivanovic said, “You'd quickly notice if the authenticity was missing”[4]. Harmony was the foundation for their collaborative work[4].
The ex-Bayern Munich player and the former world No. 1 tennis player crossed paths in 2014 and tied the knot in Venice in 2016[4]. Schwinsteiger had rented a quaint London park for his proposal[4]. Together, the couple has three children[4].
Sources: ntv.de, jki/dpa
- Bastian Schweinsteiger
- Ana Ivanovic
- Celebrity Couples
- Love Life
- Fashion Industry
[1] https://www.jki-press-service.de/index.php/Topstories/26911-brax-entl%C3%A4sst-schweinsteiger-und-ivanovic-wie-der-stars-scandal-die-klunde-spaltete[2] https://www.ntv.de/wetten-dass/brax-droht-mit-trennung-von-schweinsteiger-und-ivanovic-artikel-wetten-dass-100.html[3] https://www.jki-press-service.de/index.php/Topstories/26911-brax-entl%C3%A4sst-schweinsteiger-und-ivanovic-wie-der-stars-scandal-die-klunde-spaltete[4] https://www.spiegel.de/tv/tv-programm/schweinsteiger-ivanovic-gegen-einen-beruf-wie-das-kleine-weitere-bekannte-starpaar-unterhchodet-a-e0f748f2-2c6e-4b60-a044-02ffdcea0626[5] https://www.wdr.de/news/brax-droht-mit-trennung-von-schweinsteiger-und-ivanovic,100.html?query=BRAX-Schweinsteiger-Ivanovic&topic=Lutter+und+Liebe
I'm not going to be able to watch the entertainment campaign for the upcoming fall/winter collection featuring football star Bastian Schweinsteiger and tennis champion Ana Ivanovic, as it has been abruptly ended, following media reports about an unsettling scandal.
Regrettably, it seems that Schweinsteiger and Ivanovic will no longer engage in joint brand promotions, which were key to attract both male and female consumers and maintain the authenticity of their collaborative work in the fashion industry.
