ZUS Coffee, a Malaysian Coffee brand, found itself at the center of controversy after it participated in an Adidas sports and fashion event. It teased fans with a potential giveaway collaboration with the popular sports and apparel brand, and also took to social media to highlight the same.
However, this drew backlash from consumers as Adidas is listed in the BDS boycott list because of its association with Israel and the US in the ongoing Gaza war. As such, ZUS Coffee issued a public apology saying the company should have known better. It described the collaboration with Adidas as a one-off activity. “The giveaway was also a one-off activity. We wish to make clear that it was not a collaboration. Nevertheless, we hear you, and we should have known better.”
ZUS Coffee said it’s a home-grown Malaysian brand and holds itself to the highest levels of integrity. “ZUS Coffee will never knowingly associate ourselves with war and unequivocally condemns any acts of violence against humanity.
“We will exercise greater vigilance and care in our conduct, in the activities we undertake, and the brands we associate with. To prevent a repeat, we are taking necessary action to fortify our policies and procedures to ensure best practices.”
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