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As Super Bowl Sunday approaches, the battle off the field for advertisers to win over 120 million-plus viewers will be just as heated as the rivalry between the New England Patriots and Seattle Seahawks.Dozens of advertisers are pulling out all the stops for Super Bowl 60, airing Sunday on NBC. They’re hoping that audiences tuning in will remember their brand names as they stuff their ads with celebrities ranging from Kendall Jenner (Fanatics Sportsbook) to George Clooney (Grubhub), tried-and-true ad icons like the Budweiser Clydesdales, and nostalgia for well-known movie properties such as “Jurassic Park” (Comcast Xfinity).Each year Super Bowl ads offer a snapshot of the American mood as well as which industries are flush with cash that particular year: from the “Dot-Com Bowl” of 2000 to the “Crypto Bowl” of 2022.This year’s trends include health and telehealth companies advertising weight loss drugs and medical tests, tech companies showing off their latest gadgets and apps and advertisers showcasing AI in their ads.Villanova University marketing professor Charles Taylor said because of the heavy headlines in the news lately from the immigration enforcement surge in Minnesota to conflicts abroad he expects a advertisers to stick to a light and silly tone.“Because of the Super Bowl’s status as a pop culture event with a fun party atmosphere, the vast majority of brands will avoid any dark or divisive tone and instead allow consumers to escape from thinking about these troubled times,” he said. Record-breaking prices Advertisers flock to the Super Bowl each year because so many people watch the big game. In 2025, a record 127.7 million U.S. viewers watched the game across television and streaming platforms.Demand is higher than ever, since live sporting events are one of the few remaining places in the fractured media landscape where advertisers can reach a large audience. NBC sold out of ad space in September.Space sold for an average of $8 million per 30-second unit, but a handful of spots sold for $10 million-plus, a record, said Peter Lazarus, executive vice president, sports & Olympics, advertising and partnerships for NBCUniversal. He said he was calling February, with the Super Bowl, Olympics and the NBA All-Star Game, “legendary February.”Lazarus said 40% of advertisers bought across all of NBC’s major sports properties, and 70% of Super Bowl advertisers bought the Olympics as well. Celebrities galore Featuring celebrities is a tried-and-true way advertisers can get goodwill from viewers. This year, Fanatics Sportsbook enlists Kendall Jenner to talk about the “Kardashian Kurse,” in which bad things happen to basketball players she dates.George Clooney appears in a Grubhub add to promote a deal that the delivery app offers to “Eat the Fees” on orders of $50 or more.Several ads feature more than one celebrity or sports star. Michelob Ultra shows Kurt Russell training actor Lewis Pullman, as Olympic snowboarder Chloe Kim and hockey player T.J. Oshie watch on a ski slope.Xfinity reunites Sam Neill, Laura Dern and Jeff Goldblum in a tongue-and-cheek reimagining of “Jurassic Park” that shows an Xfinity tech bringing power back to the island so nothing goes awry.And Uber Eats enlists Matthew McConaughey for the second year in a row to convince celebrities this year it is Bradley Cooper and Parker Posey that football is a conspiracy to make people hungry so they order food. AI takes the stage For the second year in a row, AI is making waves in Super Bowl ads.Oakley Meta touts their AI-enabled glasses in two action-packed spots showing Spike Lee, Marshawn Lynch and others using the glasses to film video and answer questions.Wix Harmony debuted an ad that features its web design software that uses AI tools. Wix is also airing an add for Base44, an AI app builder. And OpenAI will advertise during the game with a yet-to-be revealed ad.Svedka Vodka enlisted Silverside AI, an AI studio, to help create their ad, which features their robot mascot FemBot along with a male counterpart, BroBot. They took that approach because of Svedka’s positioning as the “vodka of the future,” said Sara Saunders, chief marketing officer at Sazerac, which bought the Svedka brand in 2025.“We reimagined the robot via AI,” Saunders said. “It took us many, many months to rebuild her, to give her functionality, to give her that human spirit that we wanted to show up on behalf of the brand.” Health and telehealth Health and telehealth providers are everywhere during Super Bowl 60. Two pharma companies are advertising tests: Novartis touts a blood test to screen for prostate cancer with the tagline “Relax your tight end,” featuring football tight ends relaxing. Boehringer Ingelheim’s ad stars Octavia Spencer and Sofia Vergara, who encourage people to screen for kidney disease.Liquid I.V., which makes an electrolyte drink mix, has teased an ad about staying hydrated.Telehealth firm Ro is using Serena Williams in their ad for GLP-1 weigh loss drugs. Novo Nordisk, which makes Wegovy and Ozempic, has teased that it will have a spot as well.Hims & Hers another company that offers GLP-1 weight loss drugs has an ad that says the company gives people better access to health care that usually only rich people get.“You could call this the GLP-1 Super Bowl,” said Tim Calkins, a clinical professor of marketing at Northwestern University. “Often you don’t see a lot from pharmaceutical companies on the Super Bowl, but this year we’re going to see quite a few showing up.” Tried-and-true themes Some advertisers are sticking to the tried and true. Budweiser’s heartwarming ad shows a Clydesdale foal growing up with a bald eagle to the tune of Lynyrd Skynyrd’s “Free Bird.” The ad celebrates Budweiser’s 150th anniversary.And Pepsi tries to reignite the Cola wars with their ad showing polar bears Coca-Cola’s famous mascots picking Pepsi Zero Sugar over Coke Zero in a blind taste test. The ad ends with the bears being caught on a “kiss cam.” Surprises While the majority of Super Bowl advertisers release their ad early to try to capitalize on buzz, some hold back until game day to reveal their ad.Pepsi-owned soft drink Poppi teased that pop star Charli XCX and actress Rachel Sennott will star in their ad.Ben Affleck is back in an ad for Dunkin’ Donuts. A teaser spot showed him with ’90s sitcom legends Jennifer Aniston and Matt LeBlanc of “Friends” and Jason Alexander from “Seinfeld.”And there are fewer car advertisers this year, but Cdillac is hinting that it will show off its new Formula 1 car in an ad. Mae Anderson, AP Business Writer
Category:
E-Commerce
Olive Garden parent company Darden Restaurants has announced that it will shut down its Bahama Breeze restaurant chain for good. But in an unusual move, some current Bahama Breeze locations will live on as a different brand, while the remaining stores will close. Heres what you need to know. Whats happened? On Tuesday, Darden Restaurants revealed the fate of one of its restaurant chains. The restaurant group, which is based in Orlando, Florida, owns LongHorn Steakhouse, Olive Garden, and Ruth’s Chris Steak House, and others. In a news release, it announced the closure and conversion of all of its Bahama Breeze restaurants. That Darden is jettisoning Bahama Breeze is no surprise. Last May, the company closed 15 Bahama Breeze locations and, in June, it announced that the brands 28 remaining locations were no longer a strategic priority for the company. At the time, CEO Ricardo Cadenas said the company would be considering strategic alternatives for Bahama Breeze, including a potential sale of the brand or converting restaurants to other Darden brands. Jump forward to yesterday, and Darden did indeed confirm the final fate of Bahama Breeze. A buyer for Bahama Breeze never materialized, so instead, the company has revealed that it will simply shut down the brand. Yet not all 28 locations are actually closing. Instead, half will shutter their doors for good, while the other half will continue running until they can be converted into locations of other restaurant chains Darden owns. These Bahama Breeze locations will close The following 14 Bahama Breeze locations will be closing for good. According to Darden, the closures should be completed by April 5. Those permanently closing locations include stores in nine states: Delaware 500 Center Blvd., Newark Georgia 3590 Breckenridge Blvd., Duluth Florida 12395 SW 88th St., Miami 10205 Rivercoast Drive, Jacksonville 1251 West Osceola Pkwy., Kissimmee 11000 Pines Blvd., Pembroke Pines 1540 Rinehart Road, Sanford Michigan 19600 Haggerty Road, Livonia New Jersey 2000 Route 38, Cherry Hill North Carolina 3309 Wake Forest Drive, Raleigh Pennsylvania 320 Goddard Blvd., King of Prussia 6100 Robinson Center Drive, Pittsburgh Virginia 2714 Potomac Mills Circle, Woodbridge Washington 15700 Southcenter Pkwy., Tukwila These Bahama Breeze locations will be converted As for the remaining 14 Bahama Breeze locations, they will be converted into other Darden-owned restaurants. Darden did not disclose which brands the stores will transition into. The company believes the conversion locations are great sites that will benefit several of the brands in its portfolio, Darden said in a statement. The 14 transitioning Bahama Breeze locations are expected to continue operating until their temporary closures are needed for the conversion. Those converting locations include stores in five states: Florida 499 E. Altamonte Drive, Altamonte Springs 805 Brandon Town Center Drive, Brandon 14701 S. Tamiami Trail, Ft. Myers 8160 Irlo Bronson Memorial Hwy., Kissimmee 25830 Sierra Center Blvd., Lutz 5620 W. Oak Ridge Road, Orlando 8849 International Drive, Orlando 8735 Vineland Ave., Orlando 1200 N. Alafaya Drive, Orlando 3045 N. Rocky Point Drive East, Tampa Georgia 755 Earnest W. Barrett Pkwy NW, Kennesaw North Carolina 570 Cross Creek Mall, Fayetteville South Carolina 7811 Rivers Ave., Charleston Virginia 4554 Virginia Beach Blvd., Virginia Beach How is Darden Restaurants stock reacting? It seems investors have taken the news of Bahama Breezes demise in stride, most likely because Darden had previously announced that it was seeking to divest itself of the chain. Yesterday, shares of Darden Restaurants (NYSE: DRI) closed up about 2.2% to $205.49. As of this writing, in premarket trading, DRI shares are down slightly by about 0.4%. So far this year, the companys stock price has risen more than 11%. That is nearly triple the return of the broader New York Stock Exchange during the same period. However, shares are currently down from their all-time high of around $228 in June of last year. Darden’s brands, like many restaurant chains, are facing tough times as inflationary pressures increase costs and make diners more choosy about where they spend their discretionary dollars. Darden is far from the only company closing restaurants in 2026. In January alone, Fat Brands disclosed that it would close a number of restaurants (including some Smokey Bones, Johnny Rockets, and Yalla Mediterranean locations) as it seeks Chapter 11 bankruptcy protection. Meanwhile, Noodles & Company said it would close between 30 and 35 locations, and Salad and Go announced it would close more than 32 locations.
Category:
E-Commerce
TV host, producer, author, and United Nations Development Program Goodwill Ambassador Padma Lakshmi has some candid advice for business leaders when it comes to speaking out, showing courage, and staying true to themselves, particularly amid the Trump administrations violent immigration crackdown. A passionate voice at the intersection of food, culture, and identity, Lakshmi shares how shes shaking up food media with her new series Americas Culinary Cup, and offers a refreshingly human take on modern work life. This is an abridged transcript of an interview from Rapid Response, hosted by the former Fast Company editor-in-chief Robert Safian. From the team behind the Masters of Scale podcast, Rapid Response features candid conversations with todays top business leaders navigating real-time challenges. Subscribe to Rapid Response wherever you get your podcasts to ensure you never miss an episode. Your work, the book, your Hulu show Taste the Nation, youre drawing on multicultural experience, immigrant experience. With all the stuff that’s going on right now with crackdowns on immigration, how do you feel about that? How does that impact what you’re trying to do? I feel horrible. I feel horrible about all of it. It’s unconscionable, it’s unethical, it’s immoral. It’s antithetical to what this country has not only been about, but what makes it so unique and singular on the world stage. I mean, there are more migration today on Earth than there has been in the history of humankind, but America in particular is shaped and evolved into the superpower it is because of immigration, specifically because of immigration. Because we are able to attract talent from around the world and with the promise of, you can make your life here peacefully, and in turn, in exchange, make America better through whatever skill you bring, however you contribute to the economy, to the educational system, to the medical system, or whatever. And I think it is very shortsighted of this administration. I mean, it’s racist. Of course it’s racist. Let’s just call a spade a spade, but it’s also from pragmatic view, really stupid because first of all, all you have to do is open your social media to see this farmer who voted for Trump crying about carrots in his field that cannot be harvested because all of the people are scared and have run away and not come to work. We can thank Trump for that. He can thank Trump for losing his family farm, and if anyone else wants to pick that vegetable or fruit under those conditions for that money, they would have, but they don’t. When I talk to and ask business leaders about this kind of question, there’s a lot of wariness about being as clear about the way they feel as you are being here. They’re worried about poking the administration. They’re worried about alienating customers, potential audiences. I understand. Do you worry about that? I know that I turn some people who don’t think like me off. I know that I cannot credibly be anyone but who I am, and I think that me leaning into who I am has made me sleep better at night, but also has brought me a modicum of success that I feel I’ve earned. And so yes, of course I’m afraid of losing business, but I’m more afraid of losing my soul. Your new show is on CBS. You’ve talked about what great partners they’ve been. CBS itself has been a little bit of a lightning rod with the Paramount and Warner Bros. deal and what’s happening at Stephen Colbert’s show or 60 Minutes. Have you felt any of that? To be honest, I have not because I’m not in the news department. I personally think food is very political, but the show we are making is not at all political. You’re also a United Nations Goodwill Ambassador. The environment around the U.N. has become more fraught also with this administration. Is what you hear when you go to other countries as an ambassador about America, is that changing? I mean, it’s been changing for 10 years. It’s not just changing now. I remember having a book tour in India, early 2017, and I felt like I was Trump’s press secretary. People kept saying, “What is going on?” And so all I could say was, “I’m so sorry.” I kept apologizing and saying, “I’m so sorry. I didn’t vote for him. On behalf of all Americans, we are sorry,” and those such innocent times. But that was happening even 10 years ago, and I think it’s a shame because we have squandered a lot of the goodwill that America had in spite of its very questionable foreign policy for decades and decades. We still had a lot of goodwill because we were that beacon on the hill. We were that shining light that said, “Listen, we don’t care where you’re from. As long as your values align with American values, i.e., the Declaration of Independence, i.e., the Bill of Rights, i.e., the Constitution, you too have a fair shot in this country.” And that is a beautiful sentiment, that the only club there is is what your efforts bring to the table or what your assets or resources, however you want to say it. That is a wonderful thing and very unique and something that I think every American can feel proud of, but it’s going to take decades to repair a lot of the damage that has been done and it’s too late. It’s too late to go back to how it was. That peoples’ trust in what we say we are as Americans doesn’t No, not that, because I think people are intelligent enough to make the distinction between one man and his administration in office and the average American citizen. I mean it’s too late for, no matter what they do, what this administration does with ICE or border patrol or any of the other ways they’re trying to impede the natural progression of what this country looks like, they want a white America. They do. They want only European descendants to be in this country, and it’s too late. It’s too late. Who’s going to program your computers? Who’s going to be your cardiac surgeon? And also the thing that is terrible, and I want to get away from this for a second, it’s not only about what you can contribute to this country, okay? A person’s worth should not only be based on their skills or resources. There’s nothing that is more valuable between my child and that child in the Congo and Gaza, in Brazil. My child’s blood is just as red as theirs. When we see each other that way, that will be a turning point, but this administration does not hold that belief at all. You integrate all of this into your work though, too, right? I’m lucky. I’m very fortunate, and I know this, to be able to make a living out of what naturally interests me. I didn’t get into food professionally until I was in my late twenties or almost 30, and so I was a literature and theater major. I was an actress, and then I made this change. Most of us spend most of our life at work, and so you’ve got to believe in what you’re doing because work is hard regardless. Even when you do, there are very difficult days and that’s why they call it work. So I think the more ou can find a way to spend your time doing things guided by your principles, the happier one will be. My producers were talking about the videos that you post with your daughter and how genuine your connection is to your community. A lot of the listeners of the show, they’re business people who are trying to come across as being authentic in their communications internally, social media, otherwise. Do you have a suggestion about how you do that? It was hard. For so long, especially when I was still an actor, I tried so hard to figure out and be what any one person who could give me the job wanted me to be. I mean, it’s inherent when you’re an actor, I guess. But I have now realized that there’s a difference between trying to be authentic and just being authentic. One is conscious of an observer, of an audience. The other is not conscious of the self being observed. So obviously my videos are edited. They’re also edited to protect my child and certain privacy issues in my home. But I am like, I am on those videos whether the camera is on or off, which is different, obviously. That’s a different version of me than you see on my television shows or in my op-eds for The Times or The Washington Post. How can corporate leaders be more authentic? The only piece of advice I have for them, especially when they’re doing media, whether it’s just an internal video or it’s something public facing, try to do it without the camera on or try to do it when you don’t know the camera’s on and someone on your staff that you trust, try not to be aware of being watched.
Category:
E-Commerce
I was a latchkey kid. Most afternoons, I came home to an empty house, let myself in with my own key, and figured it outhomework and snacks. There was inherent trust from my parents that Id figure it out, and everything would be alright. You learned fast. If you got stuck, you improvised. If you were scared, you got practical. If you needed help, you decided whether it was worth bothering anyone. And if you were the oldestif you were parentifiedyou were given responsibilities without guidance, expected to just know. Thirty years later, Im watching middle managers experience the exact same thing. We hand them keys instead of house rules, responsibilities instead of resources, and expectations instead of authoritythen act surprised when theyre exhausted, disengaged, or quietly looking for a way out. Harvard Business Review recently reported that middle managers feel less psychologically safe than their bosses and their teams. That should stop us in our tracks, because middle managers are the layer we rely on to translate strategy into realityand reality into feedback that leaders can actually use. Middle managers arent failing. Theyre experiencing organizational latchkey syndrome: Theyre isolated, underresourced, expected to figure it out, and blamed when things break. The anatomy of organizational latchkey syndrome Middle management strain isnt mysterious. Its structural. And it tends to show up in three predictable conditions. 1) Responsibility without resources Many middle managers are promoted because they were excellent individual contributorsnot because anyone developed their leadership capacity. They inherit people management and culture the way latchkey kids inherited independence: abruptly, without training, with a quiet expectation that theyll rise to it. And the scope keeps expanding. A Gusto analysis (reported by Axios) shows managers span of control has roughly doubled in recent years, from about three direct reports in 2019 to nearly six by 2024. Thats more emotional labormore check-ins, more conflict, more coaching, more criseswithout more time. (You can read the underlying Gusto write-up here.) 2) Accountability without authority This one is the quiet killer. Many middle managers are told they have autonomy, but what they actually have is responsibility for outcomes without control over inputs. Theyre accountable for performance, but key decisions get overridden. Theyre asked to drive engagement, but cant influence the policies that drain morale. So they manage the gap between what people need and what the organization is willing to support. That gap becomes a daily exercise in emotional labor: translating strategy into reality, making contradictions sound coherent, and absorbing frustration without passing it up. Its not autonomy. Its abandonment with a title. Heres what that looks like in real life: A manager is expected to improve engagement scores but cant approve a raise, adjust workloads, or backfill an open role. Theyre told to retain top talent, but the promotion path is unclear and compensation decisions live two levels above them. So they become the messenger for decisions they didnt makeand the buffer for frustration they cant solve. 3) Connection without cover Heres the question I rarely hear anyone ask: Who can middle managers actually be safe with? They cant be fully candid with their boss because theyre expected to look like they have it together. They cant fully exhale with their team because theyre expected to provide steadiness. And they cant always be honest with peers when everyone is competing for scarce resources and recognition. So they do what latchkey kids do: They hold it alone. They become the ones sitting at the lunch table keeping everyone else companywhile they eat by themselves. The psychological safety paradox Organizations are asking middle managers to create psychological safety for their teams while failing to create it for them. Thats not just unfair. Its strategically shortsighted. Psychological safety is permission to raise problems, admit uncertainty, ask for help, and tell the truth without punishment or humiliation. Middle managers are often the only group expected to do that up and down while being safe in neither direction. If speaking up makes them look incompetent, theyll stop speaking up. If flagging risk is political, theyll manage optics instead of reality. If vulnerability gets weaponized, theyll teach their teams to keep their heads downnot by instruction, but by example. This is how a culture becomes emotionally unsafe while still talking about emotional intelligence, and why leadership pipelines start to break. Why your current solutions arent working Many companies respond to middle manager strain with quick fixes: a wellness app, encouragement to set boundaries, training on psychological safety, a reminder to use the employee assistance program. Those supports can help. But they can also become a way to avoid the real conversation: You cant self-care your way out of a structurally unsafe role. You cant keep demanding emotional intelligence while designing work that forces managers to stay in constant survival mode. In my work, I call this a W.E.L.L gap: We ask leaders to model well-being, emotional intelligence, psychological safety, and sustainable self-careinside systems that undermine all four. What needs to change This isnt primarily a training problem. Its a design problem. Heres what actually helps. For senior leaders Model the behaviors you want repeated. Invite candor before you demand it. Reward early risk-flagging instead of punishing the messenger. Make priorities real. Decide what matters mostand what will wait. Clarify decision rights. If managers are responsible for outcomes, they need authority over inputs. If they dont have that authority, stop pretending they doand stop evaluating them as if they did. Protect their capacity. If you flatten layers, expand scope, and speed up change, you cant also expect deep coaching, high connection, and flawless execution. Something has to give. Choose intentionally. For HR and People Ops Prepare people before promotion. Dont wait until after the promotion to teach coaching, feedback, conflict navigation, and psychological safety. The accidental manager pipeline is a predictable culture leak. Create manager-safe spaces. Peer cohorts, confidential coaching, facilitated circlesplaces wheremanagers can say, I dont know without it becoming a ping on their performance review. Build respected paths for non-managers. If leadership is the only path to status, youll keep promoting people who dont want the joband burning out the ones who do. Measure psychological safety by layer, not as an org average. If middle managers are the lowest-scoring group, you have a structural bottleneck. Treat it like one. Stop leaving your leaders home alone Latchkey kids often grow into capable adults. They become resourceful, responsible, self-directed. They also learn how to carry too much without asking for support. If your middle managers are struggling, its not because theyre weak. Its because the organization is asking them to be the stable center of a system that wont stabilize itself. This is how execution quietly breaks: Priorities blur, feedback stops traveling upward, burnout rises, and the leadership pipeline thins right when you need it most. Survival shouldnt be the standard for your culture. Its time to stop leaving your middle managers home alone.
Category:
E-Commerce
On a recent stroll by my local Allbirds store in Harvard Square, I had to do a double take. In the window, the brand was advertising its new Varsity collection: a 70s-inspired sneaker line with a rubber sole and a feminine color palette that weaves together pink, olive green, mustard, and brick red. It’s an unmistakably fashionable shoe that wouldn’t look out of place at New Balance and Saucony, or even Valentino and Celine. Allbirds, which launched in 2014, isn’t known for chasing trends. It has always led with sustainability, starting with the “wool runner” that quickly became a cult sneaker in tech circles. Over the years, it hasn’t strayed far from this original aesthetic. It’s made high-tops, performance running shoes, and slip-ons with a quiet, minimal design so the focus would remain on the materials. [Photo: Allbirds] Allbirds has never marketed itself to sneaker heads, but a decade later, the sneaker landscape looks very different. Sustainability is no longer a differentiator; it’s table stakes. Meanwhile, fashion has swung decisively toward vintage silhouettes, expressive color, and sneakers that feel as considered as the rest of ones outfit. Against that backdrop, Allbirds began to feel staticand customers, it seems, noticed. [Photo: Allbirds] Since going public in 2021, the companys stock has fallen roughly 80%, leaving it with a market capitalization of approximately $32 million as of early 2026. In 2024, Allbirds reported $190 million in revenue, down from $254 million the year before. More recent financial reports show continued revenue declines and ongoing losses. In January, the company announced it would close all 20 of its full-price U.S. stores by the end of this month as part of a broader effort to cut costs. (Two outlet stores, in California and Massachusetts, will remain open.) The stakes are high. A brand that once felt like a category disruptor is now in reset mode. Inside Allbirds, the design team isnt just chasing financial survivalits chasing relevance. The companys comeback strategy hinges on a clear pivot: leaning harder into fashion, targeting women more intentionally, and expanding its aesthetic without abandoning its commitment to sustainability. [Photo: Allbirds] Moving Beyond the Wool Runner The Varsity collection is the clearest expression yet of the brands attempt to broaden its visual language without losing its identity. “The question we’ve been wrestling with is how to stay true to what Allbirds is while pushing into new spaces and becoming more relevant to more people,” says Erin Sander, who joined Allbirds a year ago as VP of product and merchandising after a decade at Sorel. Over the past five years, vintage sneakers have dominated fashion, as heritage brands like New Balance, Adidas, and Saucony dug into their archives to revive styles from the 70s and 80s. Varsity draws from that same retro runner traditionbut filters it through the restraint, comfort obsession, and materials philosophy of Allbirds. [Photo: Allbirds] Compared with competitors chunky soles, Varsitys rubber outsole is slim and pared back. The silhouette is streamlined rather than bulky. Inside, the shoe is lined with wool, a familiar touch for longtime Allbirds customers. Where the shoe really distinguishes itself, though, is in its materiality. Most sneakers rely on conventional cotton, leather, and petroleum-based plastics. Varsity, by contrast, is built entirely from more sustainable alternatives. The upper is made from a blend of organic cotton and hemp, a carbon-negative crop. The leather accents come from recycled leather scraps. And the sole is made from a sugarcane-derived plastic. [Photo: Allbirds] Developing Varsity has given Allbirds a new design playbook: Take popular, in-demand sneaker styles and retrofit them with lower-impact materials. That same approach is now extending into more elevated footwear. The company has identified demand for leather sneakers that can plausibly replace dress shoesand has gone searching for a material that looks and feels like leather without carrying the same environmental cost. That search led Allbirds to Modern Meadow, whose suede-like material Innovera is made from plant proteins, biopolymers, and recycled rubber. Its being used in footwear for the first time in the newly launched Allbirds Terralux collection, which includes skater, runner, and vintage-inspired silhouettes. Terralux [Photo: Allbirds] Speaking to Women The Varsity collection also reflects a deeper strategic shift. Allbirds is now explicitly designing and marketing with women in mind. While the brand has always had female customers, it has often been perceived as male-coded, partly because it first took off among the male-dominated Silicon Valley set. Elaine Welteroth [Photo: Allbirds] When CMO Kelly Olmstead joined Allbirds after two decades at Adidas, she found that this perception doesn’t align with the data. The customer base actually skews slightly female, and this discovery helped her crystalize a new direction. Women control north of 80% of the purchase decisions in a household, Olmstead says. Women need to be top of mind when were thinking about what we make, how we make it, and what she wants. Justine Lupe [Photo: Allbirds] Color has become a key tool in that repositioning. After years of neutrals and subdued tones, the brand is embracing richer, more feminine palettesdusty reds, earthy blues, warm yellowsthat feel expressive without turning the shoe into a statement piece. Footwear is an accessory, especially for her, Sander says. The brands recent marketing reinforces that message by spotlighting women. Its spring campaign features actress Justine Lupe (of Nobody Wants This), editor and TV host Elaine Welteroth, celebrity makeup artist Nikki DeRoest, and entrepreneur Grace Cheng. Olmstead says they embody the Allbirds customer: women juggling careers, families, and social lives, who want footwear that looks polished but works all day long. Grace Cheng [Photo: Allbirds] For Olmstead, this push to expand the brands aesthetic and audience feels like a natural next step. Coming from Adidas, a 75-year-old heritage brand, she sees Allbirds as just emerging from startup modeand entering a more demanding phase of its life. Ten years in, it kind of feels like were coming through our teenage years, Olmstead. Now its about growing up.
Category:
E-Commerce
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