Startup & Brand

Unconventional campaigns, viral stunts, and challenger brand plays that made everyone notice. The creative work worth copying.

Liquid Death Is Giving Away a House. The Stunt Isn't the Story.

A publicly traded homebuilder and a canned water company with a death metal logo just partnered on a house where every faucet pours soda-flavored sparkling water. If your first instinct is to call this a gimmick, I'd slow down. The stunt is funny. The strategy behind it is

Allbirds Just Sold for $39 Million. They Raised $270 Million in Their IPO. What Every DTC Brand Should Learn From the Wreckage.

On Monday, Allbirds announced it's selling everything to American Exchange Group for $39 million. The brand, the intellectual property, the remaining inventory. All of it. This is the same company that closed its first day of trading in November 2021 at a $4 billion market cap. The same

Allbirds: What Went Wrong From $4 Billion to $39 Million

In November 2021, two footwear companies went public within weeks of each other. Allbirds opened on the Nasdaq at a $4.1 billion valuation. On Running debuted on the NYSE at roughly $7.3 billion. Both were venture-backed. Both sold premium sneakers. Both had sustainability narratives. Five years later, On