# brand decline

Family Feud and Faded Sneakers: How Double Star's Boardroom Battle Hastened a Century‑Old Brand’s Decline

A public, high‑profile family rupture at Double Star — sparked by contested share transfers, a fight over corporate seals and a founder’s rejection of heirs with U.S. residency — has exposed governance weaknesses at a once‑iconic Chinese shoemaker. The dispute distracts from long‑standing strategic problems: brand ageing, market share erosion and failure to modernise product and marketing.