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Ideas. Insights. Inspiration.

ADdicted: Being Green

Apparently, the reason Disney's Kermit the Frog is a fit with Adidas' new, more sustainable Stan Smith line of shoes can be summed up in one word: green.

Wait, what?

If you needed a better explanation (as I did), the Adidas website isn't much help:

Kermit once said, “It’s not easy being green”, but our favourite Disney, Pixar, Marvel and Star Wars characters alongside the new more sustainable Stan Smith sneakers, prove otherwise. Featuring a PRIMEGREEN upper made with 50% recycled content, the new collection playfully combines style and sustainability. In turn, it redefines what a sustainable shoe can be.

To be clear, I love both Disney and Adidas as brands.

But that rationale as to why Kermit is an appropriate spokesperson for a sustainable line from Adidas smells like Oscar's trash can.

Is this initiative fun? Absolutely!

But why pretend it's about anything other than fun? (Or about the money Adidas will make from selling cool Kermit gear, and the money Disney will make from licensing the image of everybody's favourite frog?)

And if Adidas truly believes that Kermit is a good spokesperson for all things "green", then how do you explain these other "coming soon" items, which don't appear to have any particular "environmental" aspects at all? (Heck, they're all more "white" than "green"!)

Sometimes a frog is just a frog.

And that's perfectly okay. There's no need to try and convince your customers otherwise.

Still, the 10-second ad to support this initiative made me laugh out loud:

I'm not sure why I was so surprised to see Kermit eat a fly: I mean, he's a frog, what else would he eat? But as Miss Piggy would undoubtedly say, "Bon appetite, Kermee!"


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