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Birkenstock

NEW YORK IPO

Taking a Fashion Unicorn Public — and Giving the Moment Back to the Community
Experiential Concepting + Production
Earned Media Strategy + Execution
Content Strategy + Social Amplification
CSR & Community Impact
Cultural Storytelling + Brand Narrative Development
We turned Wall Street into a green space — then extended that spirit across NYC with immersive park activations that celebrated the city, the culture, and the community that made Birkenstock a fashion icon.
For its landmark IPO on the New York Stock Exchange, Birkenstock needed more than press—they needed cultural presence, making a financial milestone a movement. Enter 5C. We engineered a campaign that took the brand from financial headlines to feet-on-the-ground connection — with immersive, purpose-driven activations across New York City.

Experiential Takeover: Birkenfields

We created Birkenfields—a nature-forward, city-wide activation series across NoHo, Flatiron, and Williamsburg. Each site offered a unique, tactile experience rooted in comfort, heritage, and wellness:

Meadow (Flatiron)

Sensory barefoot walking garden and foot massage lounge

Grove (noho)

Leather swing sets, shearling-lined seesaws, and relaxing community spaces

Biergarten (Williamsburg)

A nod to the brand’s German roots with curated brews and games
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birkenstock ipo

Earned Media Strategy: Strategic, Sustained Coverage

IPO coverage kicked off with a CNBC exclusive
Followed by advance features in Bloomberg, WWD, Footwear News, ELLE, AdWeek, Cosmopolitan, GQ, and more
Nearly 30 journalists and news crews attended Birkenfields installations in person
630m+
Impressions
$12M+
Earned media value
birkenstock models

Content + Social Strategy: Capturing the Movement

Collaborating with digital agency Scout, 5C directed the full content playbook—leading up to, during, and after the IPO:
Custom reels, stories, and stills deployed across Birkenstock and Birkenstock USA Instagram accounts
90%
Spike in egagement during IPO week
250K+
Views on content produced and published
birkenstock popup

Community & CSR Impact

We ensured the experience wasn’t just Instagrammable—it was impactful:
All trees used in the activations were donated to NYC Parks
Birkenstock committed $25,000 to the Trust for Public Land to support QueensWay, a 3.5-mile green trail in NYC
Elevated the IPO from brand story to community contribution
Results
3
Immersive NYC
locations
630M+
Earned media impressions
$12M+
Media value
4,500+
Attendees
+90%
Social
engagement
250K+
Pieces of branded content viewed
$25k
Donated + tree
planting initiative
The  Effect
We helped Birkenstock move markets and minds. This wasn’t just about a valuation — it was about making values visible, one barefoot moment at a time.

MIAMI STORE OPENING

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Experiential Concepting + Production
Earned Media Strategy + Execution
Content Strategy + Social Amplification
CSR & Community Impact
Cultural Storytelling + Brand Narrative Development
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