Allbirds chief marketer on why brand building is key to the company’s turnaround plan

Quick Summary:

Kelly Olmstead discusses how the sneaker brand is investing more in awareness-driven channels to weather a challenging period for the business.

We’re excited to be back in streaming, TV and true awareness channels to articulate what Allbirds is about and do it in a more distinctive, ownable way.

We did a collaboration between Allbirds and Adidas on what was, at the time, the most sustainable shoe on the market. There is a real opportunity that Allbirds helped to create.

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Article Details

Author / Journalist: Peter Adams

Category: Business

Markets: United StatesMali

Topics: People Marketing First Tree Allbirds It’s Been Brand We’re Looking Time

Source Website Secure: Yes (HTTPS)

News Sentiment: Negative

Fact Checked: Legitimate

Article Type: News Report

Published On: 2024-08-14 @ 10:27:00 (17 hours ago)

News Timezone: GMT +8:00

News Source URL: retaildive.com

Language: English

Article Length: 1787 words

Reading Time: 10 minutes read

Sentences: 99 lines

Sentence Length: 19 words per sentence (average)

Platforms: Desktop Web, Mobile Web, iOS App, Android App

Copyright Owner: © Retail Dive

News ID: 22078708

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Official Website: retaildive.com

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