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Brand partnerships can add excitement to the consumer market, allowing brands to reach a new audience segment and create hype. Most recently, creating this hype is Adidas and Gucci but the hype is met with criticism rather than appraisal. The luxury brands have collaborated to create an extensive line of accessories. Which also features an umbrella that cannot quite be used in the rain.

Adidas X Gucci Collaboration 

“Please note, this item is not waterproof and is meant for sun protection or decorative use,” says the product details on its website.

Featuring a G-shaped lavish birchwood handle and a print design combining the logos of both brands, as it is is emblazoned with Adidas’ trefoil print and Gucci’s signature trim. The “sun umbrella” has sparked wide debate on social media in China since pictures of it went online last week. The Adidas x Gucci collection is expected to be released on June 7.

The umbrella retails for over $1,600. Selling an umbrella with such a high price point which is not even functional is appalling for netizens. The brands first confirmed the collaboration in February this year saying that the partnership combines the heritage and the creative codes of both brands.

The Chinese platform Weibo, drew more than 140 million views this week for the hashtag “11,100 yuan umbrella collab is not waterproof”. 

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Netizens React To The Collab 

In a series of reactions the users have taken to twitter to share their views regarding the collaboration.

“As long as I’m poor, they won’t be able to trick me into paying for this,” one Weibo user commented.

“That’s a very big but useless fashion statement,” another user wrote.

“This umbrella is amazing. In less than one month, you can buy the same waterproof umbrella with better quality from micro enterprises.” Another commented.

“They can steal your money but still give you a useless umbrella in return.”

Meanwhile, according to the Gucci customer service representative the item is “not recommended for use as an everyday umbrella.” It has “good collector’s value and is suitable for use as a daily accessory,” the representative added.

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