Why Would a Subway-Ad Brand Mail Paper? Why would a digitally native, venture-backed mattress startup — a company that built its name on viral subway posters, online unboxing videos, and a bed compressed into a box on your doorstep — put physical direct mail back into its marketing budget? It is the most analog channel …

One Shoe, One Claim When Allbirds launched on March 1, 2016, Time magazine called the Wool Runner "the world's most comfortable shoe." The startup had exactly one product — a $95 minimalist sneaker made from merino wool, available online only, in five colors. No retail stores, no product range, no second model to …