Allbirds has rebranded as Smartbird, shifting its business model from sustainable footwear to an artificial intelligence infrastructure startup [1].
The pivot represents a drastic departure for the once-prominent shoe brand. By abandoning its primary product line to enter the AI market, the company is attempting to escape a significant slowdown in its footwear business [1], [2].
The company announced the rebrand on June 17, 2026 [1]. As part of this transition, Smartbird appointed Nadia Carlsten as its new chief executive officer. Carlsten previously served as an executive at Amazon Web Services (AWS) [1].
According to reports, the move toward artificial intelligence began earlier this year in April 2026 [2]. The company is now positioning itself to build the underlying infrastructure required for AI development rather than selling consumer goods [3].
This strategic shift comes as the company seeks new growth avenues. The transition from a retail-centric model to a B2B infrastructure provider involves a complete overhaul of the company's identity, and operational goals [1], [3].
While the company has a new leader and a new name, some reports indicate the AI venture is in its earliest stages. The pivot marks one of the most aggressive corporate transformations in recent retail history — moving from wool sneakers to cloud-based AI tools [2].
“Allbirds has rebranded as Smartbird, shifting its business model from sustainable footwear to an artificial intelligence infrastructure startup”
The transition from Allbirds to Smartbird highlights the volatility of the current tech economy and the perceived urgency for companies to align with AI trends. By hiring a former AWS executive, the company is prioritizing technical expertise over retail branding, signaling that it views its previous consumer-facing identity as a liability rather than an asset in its quest for survival.
