ARTICLE
The power of persona in shaping B2B reputation
At first glance, the Molly-Mae x Adidas collaboration feels firmly in the B2C camp. But beyond fashion and influencers, it offers a clear lesson for B2B organisations thinking about the role a business’ people play in its visibility, credibility and influence.
This partnership isn’t simply about endorsement; it’s a demonstration of strategic reputation building. Molly-Mae has spent years building a recognisable, consistent personal brand – showing up despite early scepticism, launching a business, and developing a clear point of view and audience. The Adidas partnership works because it aligns with that lifestyle and credibility she has already established.
This feels increasingly relevant in B2B.
Decision-makers follow people, not just organisations. They engage with experts who communicate clearly, share perspective and put their name to ideas. In many sectors, these voices now increasingly influence initial impressions and play a central role in building trust with prospective clients.
For B2B PR teams, this has real implications. Managing a brand’s reputation now also requires a structured approach to supporting clients in building credible individual profiles, helping them communicate expertise and demonstrate leadership in ways that reinforce the wider organisation’s image. From thought leadership programmes, employee generated content or case studies, there are plenty of comms tools that can help put a friendly and relatable face on an organisation or brand.
The scale of the Adidas partnership underscores the power of deliberately putting your people in the spotlight, which can unlock confidence and influence in your sector that extends far beyond any single campaign.
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