{
  "slug": "allbirds",
  "name": "Allbirds",
  "website": "https://allbirds.com",
  "category": "apparel",
  "angles": [
    "material"
  ],
  "thesis": "Make the material story a central reason to consider a familiar shoe.",
  "question": "Check which material claims are product-specific and which have independent support.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Make the material story a central reason to consider a familiar shoe.",
  "audit": [
    "Check which material claims are product-specific and which have independent support.",
    "Collect three dated examples across at least two creative formats and save their original source URLs.",
    "Compare against two brands in the same category; distinguish an original idea from a common category convention."
  ],
  "products": [
    "allbirds-mens-cruiser",
    "allbirds-mens-dasher-nz",
    "allbirds-mens-runner-nz-slip-on",
    "allbirds-mens-tree-runner-nz",
    "allbirds-womens-canvas-cruiser"
  ],
  "image": null,
  "evidence": {
    "status": "homepage-snapshot",
    "label": "Homepage snapshot",
    "source": "https://www.allbirds.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": "Allbirds: The world’s most comfortable shoes, flats, and clothing made with natural materials like merino wool and eucalyptus.…"
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}