Millennial Opps: Allbirds teams up with new retail distribution partner (Score 63)

Sales Lead: Allbirds recently expanded its eco-friendly sneakers to a new retail distribution partner, REI.

  • Allbirds is relying heavily on partnerships with retailers; additional partners include Nordstrom and Dick's Public Lands brand.
  • The company's own brick-and-mortar presence has also grown; so far, it operates 46 stores.
  • The company will likely:
    • Increase localized ad spent to bolster brick-and-mortar foot traffic
    • Continue pursuing retail expansion
    • Keep promoting its newly released Pacer brand (see video above)
  • Target demographic
    • Sustainability-oriented m​​​​illennials

Recent leadership shifts:

  • Allbirds's team has also grown; recent hires include global brand activation manager Paige Allenspach (April), senior paid media manager Chaitra Srinivasa Hebbar Manoor (June), and global brand marketing director Jess Weinstein (September).

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, Allbirds has spent approximately $581.3k on national TV commercials, a huge decrease from the approximately $2m spent within the same 2021 timeframe.
    • Last year: The company spent around $2.5m on this channel last year after not having utilized it in 2020.
    • 2022 ad programming: Allbirds's 2022 commercials have aired during shows and movies such as Dateline, Parking Wars, Star Trek: The Next Generation, Murder, She Wrote, and Dateline.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: The company has allocated roughly $2.5m toward digital ads YTD, less than half of the roughly $5.5m allocated within the same 2021 timeframe.
    • YTD data: Since the beginning of 2022, Allbirds has earned ~339.8m digital impressions via Facebook (49%), desktop display (31%), Instagram (13%), desktop video (6%), and mobile display (1%) ads.
      • Top site destinations for this year's desktop display ads include (27%),,,, and
    • Last year: In 2021, the company's estimated full-year spend of $6.7m reached less than a third of that of $20.9m in 2020.
  • Additional channel insights  
    • The company also utilizes OOH, print, radio, and local broadcast.
    • Additionally, it has been working with celebrity influencers such as Lindsay Lohan.

Additional agency insights:

  • Opportunity: We still haven't heard of any roster shifts following the recent hire of CBO Kate Ridley, so if you haven't yet done so, contact soon to get on her radar.
  • Current agency roster:
    • No current agency relationships yet confirmed

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.