When Allbirds launched in March 2016, it burst onto the scene with the promise to disrupt the athletic shoe industry. In the beginning, this San Francisco-based company sold just one simple shoe design made from simple materials: Merino wool. The company’s idea was that all major shoe brands were too focused on flashy logos and man-made synthetics that were bad for the environment. Allbirds promised a product that cut through the noise with a minimalist design made from natural, renewable materials.
For us, what’s more interesting than the product itself is how this simple, understated brand generated awareness without the million-dollar television spots, celebrity spokespeople, or other flashy marketing techniques we’ve all come to expect from athletic and lifestyle shoe brands. What Allbirds may lack in high-profile campaigns, it more than makes up for them through the power of storytelling.