HUGO BOSS sees uptick in public opinion for standing by Joseph Schooling after cannabis incident

Following the news of HUGO BOSS standing behind Joseph Schooling who confessed to taking cannabis, the brand has garnered an uptick in public opinion, with 27% indicating in a Milieu Insight poll that they have a more positive opinion of the brand since their statement. This comes largely from those aged 25-35 years old.

Managing director of HUGO BOSS, Steven Lam said what is more important is Schooling’s ability to take ownership of his mistake. Lam added that over the years, Schooling has always been a positive influence in and out of the pool, having inspired many kids to believe in themselves, to work hard and to chase their dreams.

Around 46% of Singaporeans are very or somewhat supportive of the brand’s decision, and 42% are neutral about it. Meanwhile, 4 in 10 respondents said the incident did not change their opinions of Joseph Schooling, but a 29% indicated a negative skew towards his image. According to the study, 90% of Singaporeans strongly agree/ agree/ somewhat agree that as public figures, national athletes should be held to a higher standard of conduct.

As featured on Marketing Interactive.

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