Adidas' marathon faux pas: Can you afford to be careless with branded posts?

Adidas recently copped flak online for posting a "misleading" branded post.In the picture, social media influencer Drea Chong dons a Standard Chartered BIB while smilingly participating in the marathon. It was later discovered that the BIB was in fact registered to another person, more specifically, an Edelman intern.Chong has since removed the picture from her Instagram page after netizens did their own investigation to reveal that the BIB did not belong to her, first reported on Mothership.sg.When approached by Marketing, Adidas declined to comment.Meanwhile, here is Chong's updated post for Adidas.Look who's at @marathonsg with me?! @cheryltaysg and I in our matchy-matchy #adidassg running gear. #scms2015 #scmsA photo posted by Andrea Chong (@dreachong) on Dec 5, 2015 at 3:44pm PSTIn a day and age where social media has empowered consumers to voice out their opinions, can you afford to be careless with branded posts?