One or two political issues – London, and election for mayor coming up this summer, and the Europe referendum. And a third – Adidas withdrawing athletics sponsorship.
Three egregious examples of getting it wrong. And they’re all three in their different ways about identity – our identity as Londoners and as Europeans, and in the Adidas case, brand identity.
The Tory candidate for London mayor, Zac Goldsmith, was on the Andrew Marr show last Sunday. He accepts that the London building boom under Boris Johnson has pushed prices up beyond what ordinary Londoners can afford, but he still claims Johnson’s London to have been a great success story. A very partial success. Goldsmith claims to have a plan, should he become mayor, but such is the gap between average house prices and the income of the average Londoner, it won’t be enough to subsidise first-time buyers, and reductions in housing benefit have already made life much harder for low-income earners. Johnson has at the most basic level failed Londoners, and that point needs to be drilled home.
Goldsmith is a confessed eurosceptic, waiting on the result of Cameron’s renegotiations, a state of being which doesn’t impress me. Europe is a matter of identity, and part of our identity is as Europeans. The EU is a remarkable achievement, the benefits historic and tangible, but change and reform have to be ongoing – as they must be for any large organisation. The muddled scepticism and brave imaginings (of a brighter future outside) of the Tory right are a major obstacle to that process.
Adidas: it’s withdrawing its sponsorship I assume because it’s worried about damage to the company name and brand. Did it take into account the damage it will do to athletics? It’s the athletes and not the IAAF which will be big losers. Make reform a condition of future sponsorship, yes, but don’t withdraw it altogether. The damage to the Adidas brand is to my mind now – their act of withdrawing sponsorship.
Who do we want to be? If we’re Londoners, London should be for all its citizens. We’re British – and we’re Europeans. As for Adidas, they and their brand should know be judged by what they give, and not by what they take away.