Rumors about Schweinsteiger and Ivanović: Brax in the crisis?

Rumors about Schweinsteiger and Ivanović: Brax in the crisis?

rumors about a possible crisis in the relationship between Bastian Schweinsteiger and Ana Ivanović are currently causing unrest in the fashion company Brax, in which the two have been working as a brand ambassador since January 2020. Marc Freyberg, Managing Director of Brax, was surprised and “irritated” about the media reporting and its effects on the company, which has already achieved record sales and is now facing new challenges. The speculation about the relationship of the couple could have a negative impact on upcoming advertising campaigns, especially against the background of current photos that Schweinsteiger show with another woman in Mallorca, and reports on a marriage crisis. Freyberg emphasized that the thoughts in this situation are especially among the three children of the couple, and plans to discuss the management of the two athletes to discuss the situation.

Brax has already released new campaign pictures with Schweinsteiger and Ivanović in May, but now the uncertainty could endanger the planned advertising measures. The management of the athletes has asked for understanding and does not want to comment on any other personal matters. The brand ambassadors play a central role in Brax's brand strategy, which is based on the image of high -class sports and contemporary fashion.

Brax Fashion Days

The importance of Schweinsteiger and Ivanović was also clear Lors of the 20th Fashion Days by Brax on June 3, 2022, which took place at the headquarters in Herford. 350 trading partners from Germany and other important foreign markets took part in this event. The Fashion Days offered a combination of "Meet & Greet" for employees and a fashion show for the autumn/winter collection 2022/23, which presented the branded values ​​and products. The event aimed to make the company and its products tangible and to train the sellers as important brand ambassadors.

Marc Freyberg had emphasized in this context how important the sellers are for the brand presence. Experts informed about current trends and brand strategies on two days and focused on the capsule collection, which was developed in collaboration with Ivanović and Schweinsteiger.

new brand and fashion campaign

to counter the challenges, Brax is launching the new “Break the Expected” collection. The aim of this campaign is to refute clichés about the brand, which is often perceived as "only old men's fashion". As part of a modern communication strategy, Brax is increasingly relating to digital media and social networks, while the women's collection is supposed to stimulate buying fresh pink and creative combinations. The highlights of the autumn/winter 2023 collection include special designs such as finely striped blouses with balloon sleeves and the practical turning linger for men.

The foundation of Brax goes back to 1888 when Bernward Leineweber launched the company in Berlin. Over the years, Brax developed into a well -known brand for fashion and was repositioned under the slogan "Brax Feel Good" in 2000. With the selection of Ivanović and Schweinsteiger as a brand ambassador since 2020, the company hopes to continue consolidating its modern image.

Current developments such as the rumors of separation raise questions about how the brand and its strategy will react to the changed perception.