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Just eight months after the revolutionary concept was introduced, we are announcing the commercial launch of FUTURECRAFT.FOOTPRINT. Take the collaborative conceptual shoe of our brands from the moonshot t project
Source: EXPANDING COLLABORATION TO LEAVE A SUSTAINABLE FOOTPRINT ON THE SPORTSWEAR INDUSTRY WITH ALLBIRDS
When adidas teamed up with Allbirds to develop a more carbon neutral running shoe, Allbirds was privately held. Since the collaborative effort began, Allbirds is now a publicly traded company. This is a great opportunity to discuss the partnership and competition between adidas and Allbirds. I don’t remember at any point in the history of the sneaker brand where two companies worked together to develop a product. There were obviously times when brands shared the technology, Nike with Cole Haan and adidas with Reebok, but Nike and adidas owned those brands respectively.
Will the announcement of adidas’ exit inspire the shareholder movement?
Quick response, probably not. Guys on Wall Street should have some idea how this is now the non-traditional alignment offers insight into a multi-brand strategy. The idea should also indicate that adidas could find a way to pull out of a brand that is now a direct competitor since the IPO. The Allbirds share price does not reflect the partnership with adidas. The number of sneakers won’t move the needle financially, but the idea that brands share intellectual property is worth considering for those interested in the potential of Allbirds.
“Our ambition is to take FUTURECRAFT.FOOTPRINT from the moonshot concept to something that triggers systemic change. We wanted to show how collaboration and an open source mindset can halo the industry and help move towards net zero.
If Allbirds is able to monetize their open source strategy in some way (I know that’s not how open source works), it could make the brand’s exclusive control over particular materials. an advantage. The problem is, small brands like Zen Running are already using the same materials, which makes me wonder how well Allbirds has these new materials and methods, and whether their growth has always been about marketing versus real ones. technical prowess.
These are questions I need to dig a little deeper into, but in the short term I think adidas could inadvertently lift Allbirds’ boat at a critical time for the brand. The adidas and Allbirds shoe will be the first brand outside of Allbirds worn in their own doors. It triggers a completely different thought for me. Could Allbirds start acquiring smaller, sustainability-focused brands to strengthen their retail business? Use the link to read more about this version.
Source: EXPANDING COLLABORATION TO LEAVE A SUSTAINABLE FOOTPRINT ON THE SPORTSWEAR INDUSTRY WITH ALLBIRDS
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