The Drum Awards Festival - Agency Business

-d -h -min -sec


By Audrey Kemp | Junior reporter

November 16, 2022 | 4 min read

In the new spot, the former NFL star, donning Allbirds‘ gear, reconnects with his ancestors through their farming practices at a Black-owned organic farm.

Allbirds, self-proclaimed purveyors of “the most comfortable shoes in the world,” has released a film documenting the time Marshawn Lynch went from Seattle Seahawks star to ecology student.

This video, just north of six minutes in length, marks the second installment from Lynch’s ‘Schooled’ series, a campaign developed in partnership with Allbirds with the goal of rallying younger generations behind sustainable practices.

In the film, Lynch, along with a number of young students, reconnect with their ancestors at EarthSeed farm, a Black-owned organic farm located in Sonoma County, California.

In the spot, EarthSeed Farm’s founder Pandora Thomas guides the group through 14 sprawling acres of farmland, educating both the group and the viewer about the history of Black farmers. The tour is consistently interrupted by Lynch’s lighthearted jokes, which make him appear laughably immature compared to his younger counterparts.

Lynch is seen sporting an Allbirds sweatshirt, socks and slides, adding to the narrative of sustainable decision-making.

To complement the initiative, Allbirds will also be sponsoring Lynch’s annual Turkey Drive, which entails giving out warm Thanksgiving meals to Oakland, California’s homeless population. As part of the effort, Allbirds will outfit each of the volunteers – who also happen to belong to the Cal football team.

The Lynch-Allbirds partnership comes amid a particularly buzzy time in the football player’s career, as he was also recently inducted into Amazon’s Thursday Night Football.

Suggested newsletters for you

Daily Briefing


Catch up on the most important stories of the day, curated by our editorial team.

Ads of the Week


See the best ads of the last week - all in one place.

Media Agency Briefing


Our media editor explores the biggest media buys and the trends rocking the sector.

For more, sign up for The Drum‘s daily US newsletter here.

Marketing Brand Purpose Brand Strategy

More from Marketing

View all