Authority is slipping away from 'traditional' experts – and into the hands of celebrities. But is 'standing out' from a sea of information, products and ideas as simple as putting a famous face on a brand?

It’s not unheard of for trainer fanatics to line up at midnight to get hold of the latest Nikes. In 2012, a Maryland mall was actually closed following a footwear-related stampede. Adidas is looking to stamp out such bad behaviour with an app that helps shoppers reserve from their smartphones.

CR7 Footwear is the latest addition to Cristiano Ronaldo’s formidable superbrand – currently valued at $8 million. But this premium men’s footwear label represents more than a celebrity-endorsed line; it’s the latest offering in Portugal’s impressive entrance onto the world stage of luxury goods.

Becoming famous may now be relatively simple, but maintaining a celebrity image is harder than ever. As constant media scrutiny increasingly highlights stars' imperfections, is the relationship between brands and their penitent endorsers changing?