We’ve all seen those classic brand rivalries—like Apple vs. Microsoft or Coke vs. Pepsi—where companies take shots at each other to grab attention. These traditional rivalry strategies are usually pretty bold and competitive. They help brands stand out by creating a clear “us vs. them” dynamic, and they often build strong customer loyalty. People start to identify with one brand over the other, not just because of the product, but because of what that brand says about them.

But recently, some brands are trying something different: instead of trash-talking their competitors, they’re actually giving them props. For example, you might see a brand like Adidas congratulating Nike on a big win. At first, it seems odd, but it actually makes the brand doing the praising come off as confident, mature, and even more likable. It’s like when someone compliments a rival in real life—it shows security, not weakness.

So why do people react positively to this kind of thing? A lot of it has to do with how quickly we form opinions. According to something called thin-slice theory, we make snap judgments based on just a few seconds or small bits of information. If a brand shows class and respect in a quick tweet or ad, that might be all it takes for a customer to form a positive impression. That good feeling can lead to more engagement and sometimes even push someone to buy from that brand.

That said, praising the competition doesn’t always land well. If the compliment feels fake or forced, people can see right through it. Also, if a smaller or less-known brand starts hyping up a major player, it might backfire by making them seem even less competitive. And in industries with really passionate fans—like sneakers, gaming, or tech—being too friendly with a rival can upset loyal customers who expect brands to stand their ground.

At the end of the day, whether a brand chooses to go head-to-head with a competitor or take the high road, the strategy has to feel real. If it does, a little respect can actually go a long way.