Read the MAR ISSUE #123 of Athleisure Mag and see #TRIBEGOALS in mag.
Last month we went to Ludlow House to screen Allbirds' series Cards on the Table hosted by and created in collaboration with Stanley Tucci (The Devil Wears Prada, The Hunger Games franchise, Conclave) as well as to enjoy a lovely dinner and to keep the conversation going. This series includes conversations with fashion designer Tan France, F1 racer Carlos Sainz, Henry Golding (Crazy Rich Asians, The Gentlemen, A Simple Favor), Molly Ringwald (The Breakfast Club, Pretty in Pink, The Bear), Sophie Turner (Game of Thrones, Dark Phoenix, The Staircase), and physicists Brian Cox to name a few. The series was developed by Allbirds in partnership with OBB Pictures and SALT Productions.
We enjoyed the vibe of the series, the dinner and the conversation and wanted to find out more about this lifestyle shoe brand by chatting with the companies' CMO, Kelly Olmstead. We talk about shoes, why it started, the thought behind this series which you can watch on Rolling Stones' YouTube channel, and why they wanted to present the brand in this way.
ATHLEISURE MAG: Can you tell us about your background and what drew you to joining Allbirds?
KELLY OLMSTEAD: Having been in the industry for years, I remember Allbirds first showed up on my radar—and as part of a big industry leader like Adidas, wondering if this small company from San Francisco could really shake up the footwear industry like they claimed. Could they actually do things better, in a better way? When I eventually joined Allbirds, that same scrappy, counterculture spirit was still alive and well—and that’s what pulled me in. It was a chance to rethink the way things had always been done. Back then, I saw the potential for this brand to change the footwear industry for the better. And today, I still do.
AM: Tell us about Allbirds, the first product that they launched and their ethos.
KO: Allbirds was founded in 2015, and since day one, we’ve been deeply committed day one, we've been deeply committed
to drawing inspiration from nature to make better since day one, we’ve been deeply commit make better things in a better way. That philosophy inspired our first product, the Wool Runner, the style that put the business on the map and is still known today for its incredible comfort and simple aesthetic. Today, that same philosophy still rings true. We design our products to be materially different by turning away from convention toward nature’s inspiration.
AM: As a CMO at Allbirds, what is your day-to-day like with the brand?
KO: Our business is focused on three main priorities: making great product, delivering great customer experiences, and telling great stories. In my role, I’m especially focused on that last piece of the equation–and that’s where our brand platform Allbirds by Nature came into play. We introduced Allbirds by Nature last year, which has opened up an enormous opportunity to engage with people on a wide range of topics that are important to us. It’s been an awesome few months really exploring the different dimensions that platform allows with my team, celebrating how we take inspiration from Mother Nature and human nature to make better things in a better way.
AM: What does Allbirds by Nature mean?
KO: Since day one, we’ve been deeply inspired by nature: Mother Nature, the ultimate innovator; and equally, human nature–our consumer’s needs and commonalities. Allbirds by Nature reflects that. Everything originates by observing the world around us, which influences everything from the materials we use in our products, to the stories we tell in our marketing.
AM: Can you talk a bit about the design aesthetic of the shoes and what are 3 products from the men's line and 3 from the women's line that are a must-have as we build our collection?
KO: I’d say Allbirds is widely known for our marriage of natural materials and textiles with sleek, simple, modern design. But we’re widely loved for how comfortable our products are. Aesthetic can be more subjective, whereas comfort is universal, and that’s why comfort is paramount to our product design and development process. There really is a shoe for every foot, but to list just a few of our fan-favorite styles: the Tree Runner Go, Wool Runner Go, and Tree Dasher 2s are consistent best-sellers in both men’s and women’s.
We’ve got an incredible design team led by Adrian Nyman, our Chief Design Officer, and Jason Israel, our VP of Design. They've got a team stacked with incredible talent, including industry experts in materials and color. Later this year, we’re delivering an even more robust product line with fresh silhouettes and material executions, which we’re really excited about.
AM: We had the pleasure of attending your recent event in NYC for the Stanley Tucci X Allbirds Cards on the Table Event at Ludlow House. Can you tell us about the campaign, why Stanley Tucci was a great fit as well as including Dr. Orna Guralnik, and why Allbirds wanted to create this?
KO: At the core, the impetus for Cards On The Table was a desire to make meaningful content that brought to life our brand values and beliefs. One of our core values is to Live Curiously, and it’s that quality that we kept coming back to. The concept of a dream dinner party gained traction quickly, because there’s something about gathering around a table that feels ripe for curiosity, conversation, and authentic connection. In each of the four episodes from the series, we’re bringing together people who inspire us and embody our ethos in different and powerful ways–either with an inquisitive spirit, unconventional approaches to their work, or unique stories of success from those who challenge the status quo.
Stanley was the one and only person weconsidered as our host. Not only is he respected and beloved for his influence in entertainment, fashion, and food, but he embodies curiosity, taste, consideration, individuality, and authenticity. He’s the ultimate articulation of who we imagine the Allbirds consumer to be, and really, the ultimate host. Who wouldn’t want to be at Stanley’s table?
Dr. Orna Guralnik’s expertise was critical to adding weight to the series concept, driving compelling conversations and meaningful connections. I can’t overstate just how important her influence was in crafting the discussion cards, which drive the discussion in each episode. With those prompts in hand, we were able to cook up really exciting, entertaining, and unexpected conversations that uncovered common threads between our guests and encouraged authentic connection.
We’re always exploring new ways to connect with our audience. We know people increasingly seek out brands that share their values and offer more than just a product–people don’t want to be sold to constantly. People want to see content that’s entertaining, inspiring, and adds value to their daily lives. We’re eager to see how people respond to this series, because it’s a reflection of what we believe and value, and we’re hopeful it will resonate with people far and wide.
AM: Will you continue to do this series?
KO: We’re hopeful that this series concept will be compelling and resonant for a wide audience, and we’re excited to see how viewers respond as the remaining episodes drop throughout the month. The natural world and human nature are really a limitless source of inspiration, and we’ve just scratched the surface of where this exploration could lead.
AM: What did you learn the most from doing this series?
KO: We’re always exploring new ways to connect with our audience. We know people increasingly seek out brands that share their values and offer more than just a product–people don’t want to be sold to constantly. The initial response to the series has affirmed that, and it’s been so encouraging and fulfilling to see people connect with the series, the talent, and even with one another in the comments. People are asking for more, and that’s the best result as a storyteller and marketer.
But even more broadly speaking, on a human level, this series reminded me of the joy that comes from human connection. Our hope is that Cards On The Table not only paints a picture of our brand’s beliefs and personality, but inspires people to approach life with renewed curiosity and desire for connection. We want everyone to be reminded of the power of community, and to feel encouraged to connect through the shared qualities that make us human.
AM: Are there any new launches coming out that we should keep an eye out for?
KO: Absolutely–nothing I can tease out quite yet, but we have some pretty fantastic products coming this year that we’re unbelievably excited to bring out into the world.
IG @allbirds
PHOTOS COURTESY | Matt Holyoak
Read the MAR ISSUE #111 of Athleisure Mag and see SPRINGING AHEAD | Kelly Olmstead CMO Allbirds in mag.
Read the DEC ISSUE #108 of Athleisure Mag and see 9LOOKS in mag.
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Read the JUN ISSUE #102 of Athleisure Mag and see BINGELY STREAMING in mag.
