Scandal around Brax: contract with Schweinsteiger and Ivanović terminated!

Scandal around Brax: contract with Schweinsteiger and Ivanović terminated!

Herford, Deutschland - The fashion company Brax from North Rhine-Westphalia has ended the collaboration with prominent brand ambassadors Bastian Schweinsteiger and Ana Ivanović. This decision was announced on June 12, 2025 and follows a partnership that started in 2020. The staging of the couple was a central part of Brax's marketing strategy, which is no longer continued.

background of the termination of the contract

The separation comes at a time when Bastian Schweinsteiger and Ana Ivanović had built up a brand together. The couple got to know each other in 2014 and married in Venice in 2016. Together they have three children and their family connection played an important role in their public perception. With the end of your cooperation with Brax, your common brand is now also questioned.

The partnership had developed positively over the years. Brax had extended the contract with the couple in autumn 2022, but now they want to adapt their brand strategy to inspire both men and women alike. Brax CEO Stefan Brandmann regretted the development and wished the family all the best in their personal situation.

A look at the fashion industry

The decision by Brax raises questions about the current state of influencer cooperations. Influencers: Inside and celebrities often bring a large reach, but their decisions to work with brands are always individual. Money plays an important role in this, even since many influencers are dependent on a variety of orders to secure their income.

in the fashion industry, especially in the Fast Fashion area, it is not uncommon for celebrities to appear as a brand ambassador. Many buyers, especially young people, are often not aware of the negative effects that Fast fashion has on the environment. Trust in companies and influencers: inside remains high, even if the transparency of the practices often lacks. This dynamic means that collaborations between brands and celebrities continue to be relevant, but also complex.

In terms of Brax, the future of the brand will be exciting without the face of Schweinsteiger and Ivanović, especially after the latest developments. The company's business success - record sales last year - could offer new opportunities to develop innovative partnerships and campaigns.

For more information about the end of the cooperation, read more at sächsische.de or textile industry. For a deeper insight into the world of influencer marketing and their challenges, visit fashionchangers.de .