Birkenstock implements community events to boost Southeast Asian retail traffic

German retailer Birkenstock is utilizing community-led events and local partnerships to increase foot traffic in its Southeast Asian stores as competition from online channels grows. The company is exploring expansion strategies beyond traditional shopping malls.

In Singapore, initiatives include footwear customization activities at Great World City and the Walk Naturally campaign at New Bahru. In Thailand, the brand hosted the Walk Club 2026: Wag & Wander event, while in the Philippines, it launched the Philippines by Foot campaign in collaboration with the tourism department.

Evelyn Chua, Birkenstock managing director for Southeast Asia and Australia, stated that these events aim to build brand awareness and community. The strategy focuses on attracting customers through interactive activities rather than relying exclusively on merchandise displays. The company also continues to integrate its physical stores with online channels.