Recently, Adidas and Gucci revealed a collection. You will find everything from high heels, to keyrings, to umbrellas – literally. This type of collaboration is expected; two brands reveal a collection together and boost their revenues. Nothing wrong with that.
However, the problem is when they sell an umbrella, it is not designed to be used in the rain. Gucci x Adidas Sun Umbrella is not intended to be used in the shower. If you try it, you will get wet for £870! I have seen many umbrellas from luxury brands, and all of them did their primary function – keeping you dry from the rain!
I understand that Gucci x Adidas wanted to introduce a product that can be used only under the sun and that’s fine on paper. However, when the product is released, the human brain’s basic function of heuristics kicks in (behavioural economics), and we recall rain and being dry. Unfortunately, this umbrella will not do this, and you will be paying a considerable price for it.
People started to mock this sun umbrella on social media, but I am sure people will buy it!
Here is the link to order it (if it is still available)
https://www.gucci.com/uk/en_gb/pr/c/adidas-x-gucci-sun-umbrella-p-701872F12ZT4770
Photo credit // Adidas