Allbirds x Adidas https://www.fastcompany.com/90510038/adidas-and-allbirds-join-forces-to-design-the-worlds-most-sustainable-shoe

This breaks so many rules of traditional brand marketing, collaboration, partnership... I almost can’t believe it.

Allbirds wins by leveraging Adidas distribution, marketing / ad budget, and ability to produce at global scale.

Adidas wins by... leaning the DTC / modern playbook? Access to Allbirds design and cushion tech IP? Pure association with a “young and relevant” brand?

Adidas has already been making a mark w/ sustainability and was pulling away from Nike in this regard. Sneakers made from 100% ocean plastic, partnership with @parleyforoceans...

Allbirds feels like a whole new strategy, but possibly a better and more accessible one?

I honestly cannot think of a brand collaboration that has simultaneously been this exciting and confusing.

This could be a one-off partnership blip on the radar, or it could be one for the ages.

One thing is for sure, competitive dynamics in the sneaker industry just got

The confusion is compounded a bit by the fact that Allbirds just recently released a performance running shoe. Literally trying to steal share in that market (incl. Adi).

So does the collabo mean Allbirds is conceding that they are just a lifestyle brand? https://www.runnersworld.com/gear/a32292816/allbirds-tree-dasher-running-shoe-review/