The running category is the bedrock of the footwear industry and core to the current athleisure uniform. While fiercely competitive, the industry is mired in similar solutions. The approach has been largely engineered and mechanical resulting in assortments that are overly complicated and prescriptive.

Allbirds required a unique approach to running footwear and performance footwear more broadly. After extensive consumer research we identified distinct needs that were grounded in the desire for an active lifestyle as opposed to elite performance.

The result was a distinct product strategy grounded in an intuitive product assortment and product navigation. Such a limited assortment required identification of key selling features, price points and visual cues. The result was a truly unique solution for the Allbirds brand.