Cloudinary Blog

Brands Rising in the Face of COVID-19

Juli Greenwood
By Juli Greenwood
Brands Rising in the Face of COVID-19

We are in uncharted territory. As humans no matter where you call home. As parents juggling work and childcare. As employees trying to maintain some semblance of normal, and as a broader tech community learning from each other -- and in some cases leaning on each other.

In the sea of things causing us all concern, stress and anxiety, I am warmed by the many positive stories shining a light on the good. Generally an optimist, my default in hard times is to do what Fred Rogers always told us to do and “look for the helpers.”

Here at Cloudinary we get to work with so many incredible retail and eCommerce brands, and I’ve been struck by the ways in which brands have stepped up to help, including some of our own customers like Allbirds, Bombas and Reformation.

Here are a few efforts and campaigns that stuck out to me.

Allbirds. Last month, Allbirds announced that it was donating its Wool Runners to healthcare workers and anyone interested just had to send an email with their credentials to the company. In just four days, the company donated 5,000 pairs (or $500,000 worth of shoes) and exhausted its supply. So starting March 24, Allbirds shifted to a “buy-one-give-one” model allowing customers to make a donation with their purchase. You can also simply make a $60 donation and Allbirds will automatically donate a pair of Wool Runners to a healthcare professional.

Bombas. Bombas has always given back. To date, they have donated more than 30 million clothing items to the homeless through more than 3,000 Giving Partners across the country. In recent weeks, the company has expanded its giving efforts to include non-perishable goods, soap, hand sanitizer and wipes. You can learn more about their efforts and how you can help by visiting The Bombas Giving Directory.

Citizens of Humanity. “With all that we have learned from this pandemic, it is indisputable that we are all in this together” is the first line you’ll read on Citizens’ COVID-19 landing page. Within days of the pandemic’s devastating impact on the Los Angeles area, the LA-based clothing company re-purposed their sewing facility and started producing masks for front line responders, including hospitals, healthcare workers and children’s advocacy groups. They’ve since made their masks available to the public so long as doing so doesn’t interrupt what they’re producing for those on the front lines. You can learn more about their efforts here and order masks here.

Nike. Nike’s campaign asking people to “Play inside, play for the World” is simple, effective and brilliant.

Nike

Reformation. An eco-minded retailer, Reformation sources sustainable fabrics and brings their designs to life quickly -- often within a month versus other fashion brands which take 12-18 months to release new designs. Applying this eco-friendly and efficient model, Reformation is partnering with the City of Los Angeles and Mayor Eric Garcetti on LA Protects, an initiative to organize local manufacturers to make five million non-medical masks. You can learn more about their work and order masks here.

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