Read on Twitter
Allbirds x Adidas 
https://abs.twimg.com/emoji/v2/... draggable="false" alt="đ€" title="Thinking face" aria-label="Emoji: Thinking face">https://abs.twimg.com/emoji/v2/... draggable="false" alt="đ§" title="Face with monocle" aria-label="Emoji: Face with monocle"> https://www.fastcompany.com/90510038/adidas-and-allbirds-join-forces-to-design-the-worlds-most-sustainable-shoe">https://www.fastcompany.com/90510038/...
This breaks so many rules of traditional brand marketing, collaboration, partnership... I almost canât 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 âyoung and relevantâ brand?
Adidas wins by... leaning the DTC / modern playbook? Access to Allbirds design and cushion tech IP? Pure association with a âyoung and relevantâ 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?https://abs.twimg.com/emoji/v2/... draggable="false" alt="đ€" title="Thinking face" aria-label="Emoji: Thinking face">
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 gothttps://abs.twimg.com/emoji/v2/... draggable="false" alt="đ" title="Upside-down face" aria-label="Emoji: Upside-down face">https://abs.twimg.com/emoji/v2/... draggable="false" alt="đ°" title="Money bag" aria-label="Emoji: Money bag">
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/">https://www.runnersworld.com/gear/a322...
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/">https://www.runnersworld.com/gear/a322...
