Allbirds’ Allgood Collective
Director, Global Brand Engagement and Community Program (2020-2023)
To help Allbirds connect to younger, more climate-conscious audiences, I developed Allbirds' global engagement strategy and community ambassador program, the Allgood Collective, including local program management for the US, Canada, and New Zealand.
A diverse network of over 250 athletes, environmentalists, artists, and influencers across 7 countries, the Allgood Collective champion the wellbeing of people and the planet through community events and social storytelling that emphasize inclusive movement, wellness, and sustainability practices.
+250 Global Ambassadors
7 Countries
6 Campaign Integrations
+500 Events
+15% Email CTR
+75,000 NCA
Meet the Allgood Collective
A series of profiles introduced Allbirds audiences to Allgood Collective ambassadors–sharing where they’re from, what they do, and why they do it.
Shorter form, social-first “how-to” videos imparted practical tips and guidance, from building a running routine and beginning meditation, to organizing beach clean ups, composting, and taking care of house plants.
Tree Flyer Launch
Allgood Collective ambassadors were integrated throughout the launch of Allbirds first ever performance running shoe, the Tree Flyer, each representing a unique relationship to running communities across the US.
6 Ambassadors spotlighted in campaign assets
20 Global retail launch events hosted by Ambassadors
+600 organic social posts shared by Ambassadors
Earth Session NYC
To celebrate Earth Month, we collaborated with Allgood Collective members and friends from Intersectional Environmentalist to create Earth Session NYC: Designing a Sustainable Future. The night explored design’s role and responsibility to advocate for a better tomorrow, including roundtable conversation, live music from Adi Oasis, book giveaways, aura portraits, and showcased Allbirds latest sneaker, the Riser.
Over 300 attendees engaged in discussions with Ashley Comeaux, VP of Product Design at Allbirds; Willow Defebaugh, Co-Founder & Editor in Chief of Atmos Magazine; and Eileen Tran, Creative Director of Intersectional Environmentalist.
New Store Openings
Between 2020 and 2023, Allbirds opened over 30 new stores, including in key markets such as NYC, LAX, CHI, BOS, and ATL.
I developed overall activation strategies and multi-day programming to introduce new audiences to Allbirds brand, product, and values. I also managed local Ambassador recruitment and developed annual Community @ Retail training workshops, seasonal toolkits, and regular office hours to support retail’s community-building efforts.
Activations included yoga sessions, living wall installations, plant care workshops, group runs, and nature walks. Attendees walked away with local nature guides and all-natural shoe cleaning kits to keep their Allbirds looking fresh.
3-5 Events (per store, opening weekend)
$75k Revenue (per store, opening weekend)
+400 Customers (per store, opening weekend)
Allbirds x Sugi School Forests
When Allbirds IPO’d in November of 2021, the message was clear— “Give Mother Nature a Seat at the Table”. We set out with our friends at Sugi and Voice for Nature to activate local community members to do just that.
Three “pocket forests” of over 5,00 trees were planted at three Bay Area schools, serving as ever-evolving outdoor classrooms that provided students with direct access to native plants and ecosystems for years to come.
Apparel Launch
Allgood Collective Ambassadors were spotlighted for the launch of Allbirds apparel in fall 2020. Focusing on Ambassadors who wear their values on their sleeve– lifting up their communities and the planet through their activist platforms and daily actions.
Leah Thomas, founder of Intersectional Environmentalist
Aditi Mayer, National Geographic Fellow
Kay Kim, founder of Rooted
Raul Diaz, founder of Cuarto
Allbirds x Alltrails Trail Guides
To launch Allbirds first trail running shoe, the Trail Runner SWT, I created a custom trail guide in partnership with AllTrails and outdoors-oriented Allgood Collective Ambassadors. Available online and in retail, the guide spotlighted 30 favorite hikes and trail runs across 10 US markets.