Allbirds

From Bootstrapped Idea to $600M Shoe Brand: The Allbirds Story

February 22nd, 2025

Founded By

Tim Brown

Monthly Revenue

$20M

Founders

Profitable

Yes

Year Started

2016

Customer

B2B & B2C

Founded By
Tim Brown: Monthly Revenue
$20M

Founders
2: Profitable
Yes

Year Started
2016: Customer
B2B & B2C

Who is Tim Brown?

Allbirds was founded by Tim Brown and Joey Zwillinger. Tim Brown, originally from New Zealand, was a professional soccer player and had a design education from Dartmouth, and he started exploring the idea of making footwear from Merino wool during his sports career. Joey Zwillinger, a San Francisco native with a background in biotech and renewable materials from his time at TerraVia, joined Brown to create Allbirds, focusing on sustainable fashion and innovative materials.

What problem does Allbirds solve?

Allbirds makes comfortable, eco-friendly shoes that address the discomfort of traditional footwear and environmental concerns of wasteful production. Customers who value comfort and sustainability choose Allbirds because they offer a simple design and use innovative materials like Merino wool and sugarcane, aligning their style choices with environmental responsibility without compromising on quality or comfort.

How did Tim come up with the idea for Allbirds?

Tim Brown's interest in shoes began during his career as a professional soccer player in New Zealand, where he observed the excessive use of plastic in footwear design and a lack of simplicity. Growing up in New Zealand, not as an environmentalist but with a natural inclination towards sustainable materials, he noticed the decline of the wool industry due to synthetic alternatives. This inspired him to consider wool as a viable material for footwear, seeing a potential to tap into both a natural and cultural resource.

While playing soccer, Tim initiated discussions about his idea with a business professor who, intriguingly, called it one of the worst ideas he'd seen, but encouraged him to try it out on Kickstarter. This led Tim to create a prototype of a shoe made from Merino wool. His curiosity about the material's properties, combined with a minimalistic design approach, sparked the creation of the first Allbirds shoe, which surprisingly resonated with early adopters.

Tim's partnership with Joey Zwillinger, a biotech engineer focused on sustainable materials, solidified the idea. Joey's interest in solving sustainability challenges aligned perfectly with Tim's vision. The duo liked the notion of using innovative natural materials for high-performance products, which would also be environmentally friendly. They refined their idea based on feedback and market needs, focusing on creating attractive, comfortable shoes without compromising on sustainability.

How did Tim Brown build the initial version of Allbirds?

Tim Brown initiated the development of Allbirds by recognizing the potential of Merino wool, a natural material not typically used in footwear. With his unique insight, he set out to create a shoe that was both comfortable and sustainable. The initial prototype was developed through trial and error, beginning with a Kickstarter campaign in 2014 that raised significant funds and validated the demand for such a product.

The manufacturing process faced challenges due to using wool, a material not commonly used in the sneaker industry. Brown sourced manufacturing partners in Korea, leveraging their expertise to ensure product quality. The duo's focus on innovation and sustainability led them to develop customized wool textiles specifically for footwear, addressing durability and comfort.

The technology stack behind Allbirds' direct-to-consumer business was heavily reliant on the Shopify e-commerce platform, which enabled them to scale their operations efficiently without needing a substantial tech team. This, combined with a high level of focus on design and material science, resulted in Allbirds being able to iterate and refine the product rapidly, launching the Wool Runner officially in March 2016 after about nine years of development.

What were the initial startup costs for Allbirds?

Kickstarter Campaign: Allbirds raised $120,000 from their 2014 Kickstarter campaign by selling 1,000 pairs of shoes in four days.

What was the growth strategy for Allbirds and how did they scale?

Word-of-Mouth

Allbirds started gaining traction through strong word-of-mouth, primarily in the tech community. Influential figures like Larry Page and celebrities such as Barak Obama and Oprah began wearing the shoes, which significantly elevated the brand's visibility. The shoes' unique selling point as the most comfortable footwear made from sustainable materials led to an organic spread among consumers who were fascinated by practicality combined with soft merino wool.

Why it worked: The comfort and style of the shoes spoke for themselves, prompting customers to naturally recommend them to others. The product's unique appeal resonated with people who were conscious about comfort and sustainability. This organic growth was bolstered by people in high-profile positions wearing and endorsing the products, which provided social proof and amplified brand recognition.

Direct-to-Consumer Model

Allbirds launched with a direct-to-consumer (DTC) approach, starting with online sales on their website built on Shopify. This model allowed the company to have a direct line to customers, facilitating quick feedback and product iterations. By handling sales directly, they avoided the complexities and costs of the wholesale market, which allowed them to focus on creating a seamless and personal shopping experience.

Why it worked: By selling directly to consumers, Allbirds could quickly adapt to market demands and build a strong relationship with their customers. This model also enabled them to control their brand narrative without the distortion that can occur in a layered distribution channel.

Product Focus and Simplicity

The company emphasized focusing on one core product—the Wool Runner shoe—initially. This singular focus ensured that they could perfect the offering and also simplify inventory management and marketing efforts. This minimalist approach, in both product design and business focus, was instrumental in early growth.

Why it worked: The simplification allowed Allbirds to create a strong brand identity that revolved around the idea of natural, environmentally-friendly materials, and this clear vision made it easier for customers to understand and buy into the brand's mission.

Earned Media and Public Relations

Despite no initial marketing spend, Allbirds benefited from extensive media coverage after being named by Time Magazine as having the "world's most comfortable shoe." This free publicity helped establish credibility and intrigued customers to try the shoes themselves.

Why it worked: This form of earned media introduced Allbirds to a broader audience without the reliance on traditional advertising channels. The prestige of being featured by a reputable source like Time Magazine acted as a catalyst for further media interest and consumer curiosity.

What's the pricing strategy for Allbirds?

Allbirds employs a straightforward pricing strategy primarily centered around premium-quality, sustainable footwear, with prices generally ranging from $110 to $145 for their various shoe designs. The company does not focus heavily on offering tiered or discounted pricing; instead, it communicates the value through the quality and sustainability of its products, ensuring its offerings are marketed as eco-conscious options worth their price.

What were the biggest lessons learned from building Allbirds?

Focus On What Matters: Allbirds maintained a strong focus on their product quality and brand messaging from the start. They avoided distractions and concentrated on creating the most comfortable and environmentally friendly shoe, which helped them capture consumer interest quickly.
Innovation and Sustainability: The company used innovative materials like Merino wool and SweetFoam™ to create a product that not only provided comfort but also aligned with their environmental goals. Leveraging nature as a technology helped set them apart in the footwear industry.
Adaptation Over Time: Allbirds drafted a long-term vision and consistently revisited it, allowing them to pivot and refresh their goals as needed. This approach helped them sustain their brand's relevance and navigate challenges more effectively.
Clear Purpose and Messaging: The founders emphasized the importance of having a clear, mission-driven narrative that resonated with consumers. This clarity in purpose and messaging helped them build a strong brand that stood out in a competitive market.
Resilience Amidst Challenges: The journey involved periods of doubt and external criticism, but they leveraged these as opportunities for growth and development, reinforcing the resilience needed to succeed in entrepreneurship.

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