Birkenstock, the German sandal maker known for its comfortable and durable footwear, is launching a series of IRL events across New York City this week. The events, collectively called Birkenfield, are designed to showcase the brand’s core values of health, quality and heritage, as well as to create memorable experiences for its fans and potential customers.
A mini-festival for foot health
Birkenstock’s main selling point is its focus on foot health, which dates back to its founding in 1774 as a maker of orthopaedic shoes. The brand claims that its shoes are designed to prevent foot injury and promote natural walking. To highlight this aspect of its products, Birkenstock is offering free foot massages, educational sessions on barefoot walking, and games at its Flatiron Plaza location. Visitors can also browse and buy exclusive Birkenfield merchandise and core Birkenstock styles.
A showcase of quality craftsmanship
Birkenstock is also proud of its quality craftsmanship, which involves using natural materials such as cork, leather and metal to create each pair of shoes. The brand says that its shoes are made to last for years and can be repaired if needed. To demonstrate this value, Birkenstock is displaying the components of its shoes at its 410 Lafayette Street location. Visitors can see how the shoes are assembled and learn about the benefits of each material. They can also shop for Birkenstock products at this location.
A celebration of German heritage
Birkenstock has a long history in Germany, where it originated in the 18th century. The brand says that it draws inspiration from its German roots and culture, which are reflected in its designs and aesthetics. To celebrate this heritage, Birkenstock is hosting a German-themed event at Domino Park, in collaboration with Other Half Brewing. Visitors can enjoy German beers and pretzels, listen to German music, and participate in trivia games. They can also purchase Birkenstock products at this location.
A strategic move ahead of IPO
Birkenfield is not only a marketing stunt, but also a strategic move for Birkenstock ahead of its initial public offering (IPO) on the New York Stock Exchange. The brand plans to sell shares for between $44 and $49 apiece, aiming to raise as much as $1.6 billion. The brand is expected to be valued at up to $10 billion, which reflects its strong performance in recent years. The brand made $1.2 billion in revenue last year, a 21% jump from the year before, thanks to its popularity among celebrities, influencers and fashion lovers.
Birkenfield is a way for Birkenstock to increase its brand awareness, loyalty and engagement in the US market, which is one of its key growth drivers. By creating IRL events that highlight its values and benefits, the brand hopes to attract new customers and retain existing ones. The events also serve as a content generator for the brand’s social media channels, where it will feature photos, videos and interviews from the festival.
Birkenfield will run from October 11 to October 12 at three locations in New York City: Flatiron Plaza, 410 Lafayette Street and Domino Park. The events are free and open to the public from 11 am to 7 pm.