I’m very critical of Allbirds. I don’t own a pair of Allbirds, but I’ve written about the company for years. I’ve questioned their marketing strategy and their ability to grow into a different segment. I still question if they will ever cross over to other demographics beyond Silicon Valley and White America (yes, I wrote that line), but working with Marshawn Lynch should have given the company a segue. The problem is I accidentally happened on this fantastic collaboration between Lynch and Allbirds.
This is not the fault of the brand. In today’s marketplace it’s extremely difficult to capture the consumer on every touchpoint the consumer uses for entertainment. I found this while researching a completely different subject, but man, I’m glad I found it. It’s brilliant. Will it help Allbirds to capture a new segment? Maybe. These kids are being introduced to the brand via an engaging and hilarious process. That’s a great way to hit a market that really doesn’t look at Allbirds as an option for fashion or performance. The series also reaches fans of Lynch and by default this touches the Black demographic. It’s a start and even if it’s a year after the first episode dropped, I like it.
