Mm hm. Ah ah ah, ah addy das is dropping kanye west and thats bad news for both sides. A company parting ways with its biggest brand ambassadors, its stock continues to tank. Can the sportswear make half pick up the pace . Well ask an expert also coming up as germany failed to learn its lesson on being too dependent on foreign powers. Critics wanting olaf shoulds not to sell off a steak and a major german port to china. Well take a closer look. Time once again for d w. Business. Welcome. I did ask has ended its Lucrative Partnership with rappa, kanye west. After he made a series of anti semitic remarks. The sportswear maker said it does not tolerate anti semitism or any other sort of hate speech. West drew widespread criticism following several outburst on his twitter and instagram accounts in recent months. He also accused adie das of stealing his designs, the abrupt ends, the partnership is expected to as much as half the companys profit this year. And he does, his move comes a few days after connie west boasted on a podcast. I can say anti semitic things, an added ass cant drop me. Well, he was wrong. And joining us now is friend of the show Allison Stewart allen. Shes back to break the story down for us. She c o of International Marketing partners and an advisor to major luxury and retail brands. And so allison, how significant is this announcement for andy das . Well, its very significant because they were pinning their hopes on kanye west, being some one that generates positive Brand Awareness and also ultimately sales. And this is the only reason really any brand takes on a celebrity, endorser or influencer. And unfortunately this has very badly back fired for adidas. I dont think they ever expected theyd be in this situation. And now theyre unfortunately having to remedial lee put a clean up operation in place to tried and to, you know, minimize the damage thats been inflicted on the brand by being associated with him and some of his a very unpopular and not mainstream points of view. So i think this company, unfortunately, is gonna rethink altogether, whether it continues with celebrity endorsements. And if it does, then it needs to be much more careful. Interesting that its not just an image problem that he does has now it will significantly affect the bottom line because just this line of easy shoes made them a significant chunk of their profit. So how do or even, how should be clothing brands like anti dust balance, the risks and rewards of Close Association with big names, celebrities. Yes. Well, unfortunately, adidas arent alone. You know, there are a number of other Global Brands that have had celebrity tie ups in the past, and they have been let down by the behavior of, you know, the celebrity, who is a human. And lets be honest, you know, if youre going to engage a human, then that comes with all sorts of risks because humans are unpredictable. Humans may not have the values that map on to your brand. They may do crazy things. I mean, theres a litany in the marketing literature of company. So if you celebrities, and its all gone very, very wrong. So i think now the question for us to us is, what do we do differently . What, how do we manage this easy shoe and the range given theyve cut ties with him. My, my expectation is theyre gonna destroy the stock, the inventory, and theyre going to move on as quickly as possible and do what theyre doing now, which is making clear that they do not endorse any of the points of view that hes been putting forward around white lives matter around the anti semitic a public and social media posts and public posts and public communication. So the best they can do is distance themselves as quickly as possible. Because certainly he has proven a liability. Ok, so i did us shares as weve seen this year, a down 60 percent. And this is of course making things worse. So we may solicit some free advice from you. You know, if you said a bit about what they should do next, but should they consider other brand endorsements . I mean, Companies Like this or doing it all the time, or do you think they should stay away from that for a little while . Well, i think they should continue with the celebrity endorsements, but choose their Spokes Person or people much more carefully have a take longer to understand the risks involved with that particular person. And once they have chosen that particular person, continue to do that Due Diligence and make sure that they can get out of that relationship. Should that celebrity put the brand at risk and clearly in this case, and in many other cases, celebrities and influencers do put those brands at risk. So you have to be super careful when you back and engage a person to do these sorts of endorsements. It seems that can be big gains, but also its a serious risk as well. If things do go wrong, Allison Stewart allen from International Marketing partners. As always, its a pleasure to have you on thank you very much. Thank you. And moving on yesterday, you remember i promised you a big a week of results from bull street. Well, lets get the 1st batch of those from teddy austro, whos almost right for us. So to the microsoft kicking things off, profits down, she has begun. Sing king in after hours trading will, can you tell us . Yes. So microsoft actually has beat expectations both on earnings per share and on revenue. But why is it trading down . And this does appear to be that it did not meet expectations specifically on its Cloud Computing services. Now i would say that this shows some resilience still had a number of obstacles. A significant one is the decline in p c. Sales, which of course reduces the demand for the, the windows software. Also, microsoft is a victim of a what a number of companies have, which is International Operations that are affected by the strong dollar. Of course that makes their products and services more expensive abroad and can decrease demand, but microsoft is showing resilience. So they meet earnings per share expectations, but those expectations are already pretty low. What about with google . The Parent Company alphabet, and that is they missed an expectation. So what went wrong there . Well, alphabet had a pretty bad day. We are seeing the 5th consecutive decline in sales her of quarters. And this is actually the slowest growth that weve seen since 2013 except for a period and 20. 20. Now alphabet seems to be struggling with with a number of tech giants are expected to struggle with, which is advertising revenue decline it. Now we saw this with snap last week, taking a major tumble, but with the recession potentially looming, a lot of companies are shrinking their advertising budgets. And alphabet, of course, gets the majority of its revenues from advertising. There is also the question of competition right now. You tube did not meet expectations either, and that could be attributed to tick tock taking a lot of attention. And well have to see the took attention elsewhere as well. In case of those tech funds i did fantastically well during the pandemic. Well, there sliding now by the looks of it teddy in new york. Thank you very much for that. And out to some of the other Global Business stories making news. The Worlds LargestIndustrial Gas group linder, plans to de list from the frankfurt stock exchange. The company said investors had been negatively impacted by the dual listings of its shares in new york and frankfort. The company said the d listing would take place in march after shareholder approval. It would leave a hole in germanys dex index, where its the most valuable listed company. German cas apply a bosh has announced it will produce electric engines in the us. The Company Plans to invest some 260000000 euros to expand a plant in the state of South Carolina by 2025. Bosh already produced as engines for electric car may caribbean, but plans to supply other carmakers in the future. Israel has granted energy and permission to stop production at the offshore carriage gas field, according to an official statement by the Energy Ministry energy and said its floating production, storage and offloading. Vessel is ready to start production, but did not specify a precise date to begin operations. A chinese firm costco is still pushing to snap up a large steak in the port of hamburg or la sholtes pushed to come to an agreement. The german chancellor, despite criticism of german economic dependence on foreign powers. Now german media is reporting a compromise has been reached. It may be able to buy a smaller share in the port, but worries over the deal remain. The port of hamburg is germanys largest and a gateway to the world. The chinese shipping company, costco has long been active in hamburg, but now the state run firm is eager to take a stake in the port critics warren china could gain access to Critical Infrastructure and germany dependents could grow. German chancellor, olaf sholtes disagrees. Skewed missed. This isnt about selling a port in a broker or p reyes. Its got most, its about a share, a steak and the terminal, which is also the case in some other west european port. Susan here from of den, its about one of many very large ports. Few and the goals and happens. China wants to take a steak and the toler or container terminal, where ships from china have been processed for decades. The port of hamburg, which owns toler, or it has no objections to cosco taking a steak kind of and these are, you can assume that this contract could serve as a benchmark for how to deal with the chinese to take a steak without infrastructure or without implementing any major shareholding opportunities, thats not the case here. Stefan, but others are opposed. The European Commission has voiced its opposition. Last spring, the commission warned that china could gain access to Sensitive Information about the ports, business activities, the medical and fog. This is usually a question for the entire european union, and we are seeing Chinese Investment and european ports, increasing them. And its never good to become too dependent on a country, like weve seen with russia. Ports are involved in 90 percent of international trade. So we are speaking about really Critical Infrastructure. A lot is at stake. China is by far the port of hamburg most important trading partner. Last year it accounted for nearly a 3rd of the ports container business. And thats all for now. Thank you very much for watching. With any batteries lying around. Is your medicine properly stored . Mm hm. Emergencies can happen at a moments notice, especially when children are involved. Kids for prevention and how to act quickly with good shape. Next on d w. A burger today. Kick, be total under, let us tomorrow. 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