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A German firm has been forced to remove shared images of their brand ambassadors Bastian Schweinsteiger and Ana Ivanovic following their separation.
Ana Ivanovic and Bastian Schweinsteiger were the faces of Brax for years, but their divorce has ended their partnership with the German brand.
As they always appeared as a couple, the company had to terminate all contracts and projects with them, undoubtedly impacting the company's finances.
Now, they face the arduous task of recovering from this setback, but first, they must address a rather unusual problem: removing images of Ivanovic and Schweinsteiger displayed in city centers across Germany.
PAY ATTENTION: Stay updated with the Latest Sports News in Kenya from Pulse Sports
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Ana and Bastian worked with the company for five years
Schweinsteiger and Ivanovic were considered the ideal advertising couple. They've been the faces of German fashion brand Brax since 2020. However, their unconfirmed separation now has professional repercussions.
Their contract with Brax has been terminated prematurely. Industry expert Markus Krampe describes such developments as a "total loss" for advertising partnerships. This follows photographs of Schweinsteiger with Bulgarian fitness model, Silva Kaputanova.
What is the fashion brand Brax?
Schweinsteiger and Ivanovic's contract with Brax was to run until 2027, but the planned Fall/Winter 2025 campaign has been cancelled. According to industry experts, ending campaigns featuring couples often represents a "total loss" for brands, as their image as a partnership is key to their advertising value.
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"Presenting them as a couple was crucial for us to appeal to both men and women with Brax," said Mark Freyberg, CEO at Brax.
Brax CEO Stefan Brendman expressed regret over the situation, saying: "With Bastian Schweinsteiger and Ana Ivanovic, we took significant steps towards rejuvenating the brand. We wish the family strength to overcome this personal situation and achieve new goals."
"With Bastian Schweinsteiger and Ana Ivanovic, we took significant steps towards rejuvenating the brand. We wish the family strength to overcome this personal situation and achieve new goals," said Stefan Brendman.
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As a "model couple," Ivanovic and Schweinsteiger were particularly appealing to companies like Brax. Their credibility as successful elite athletes made them ideal brand ambassadors.
They always appeared as a happy family at public appearances, noted Markus Krampe.
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