Brands
Move over protein condoms, Crocs India just launched Protein Crocs™ for April Fool’s Day
The footwear brand taps into India’s gym-rat obsession with a deadpan fake product complete with edible Jibbitz and a creatine-infused sole
GURUGRAM: Crocs India has found its sweet spot at the intersection of sneaker culture and supplement obsession. For April Fool’s Day, the brand unveiled Protein Crocs™, a gloriously absurd fictional product designed for the kind of person who tracks their macros but skips leg day.
The creative, posted on Instagram, does not hold back. The imaginary shoe packs 20g of protein, comes loaded with edible Jibbitz, is curated for gym freaks and, most magnificently, features a creatine-infused sole. A “one more set” voice assistant is thrown in for good measure. The post racked up 125 likes and nine comments within an hour, with followers already clamouring for a creatine version.
It is a sharp piece of brand wit. Protein culture has swept through urban India with a fervour that borders on religion, and Crocs, never one to take itself too seriously, has leaned straight into it. The joke lands because it is just plausible enough — in a market where protein ice cream, protein chai and protein dosas are entirely real products, a protein shoe does not feel entirely impossible.
Gym freaks, the sole is not actually creatine-infused. But the brand very much knows its audience.
