Allbirds

Tim Brown, co-founder of Allbirds, first began making shoes for his friends while enrolled in business school.{{Cite news |last=Bowles |first=Nellie |date=August 11, 2017 |title=To Fit Into Silicon Valley, Wear These Wool Shoes |url=https://www.nytimes.com/2017/08/11/technology/allbird-shoes-silicon-valley.html |url-access=limited |access-date=2017-10-19 |work=The New York Times |issn=0362-4331}} In 2014, amidst declining demand for Merino wool in New Zealand due to the rise of recycled polypropylene and a lack of industry representation, he secured a grant from New Zealand's wool industry.{{Cite news |last=Maheshwari |first=Sapna |date=August 31, 2021 |title=Allbirds's I.P.O. filing shows losses but grand ambitions for its sustainable shoes. |url=https://www.nytimes.com/2021/08/31/business/allbirds-ipo.html |url-access=limited |access-date=2024-07-21 |work=The New York Times |language=en-US |issn=0362-4331}}{{Cite news |last=Ives |first=Mike |date=October 12, 2014 |title=Declining Wool Demand Forces Scramble to Adapt at New Zealand Farms |url=https://www.nytimes.com/2014/10/13/business/international/as-wool-demand-shrinks-new-zealands-sheep-farmers-scramble-to-adapt.html |url-access=limited |access-date=2024-07-21 |work=The New York Times |language=en-US |issn=0362-4331}} Brown launched his idea on Kickstarter, raising $119,000 in five days.{{Cite news |last=Silver |first=Dena |date=April 19, 2016 |title=Allbirds is Shaking Up the Sneaker Market With a Pair of Wool Shoes |url=http://observer.com/2016/04/allbirds-is-shaking-up-the-sneaker-market-with-a-pair-of-wool-shoes/ |access-date=2017-02-07 |newspaper=Observer}}{{Cite magazine |last=Vella |first=Matt |date=March 1, 2016 |title=The World's Most Comfortable Shoes Are Made of Super-Soft Wool |url=https://time.com/4243338/allbirds-wool-runners/ |access-date=February 7, 2017 |magazine=Time}} After the Kickstarter launch, he began to work with Joey Zwillinger, a biotechology engineer who had sold algae fuel. They launched Allbirds in March 2016.{{Cite web|url=http://www.refinery29.com/2016/03/105001/allbirds-merino-wool-sneakers|title=The Comfiest Sneakers Ever Aren't What You'd Expect|date=December 27, 2016|first=Alyssa| last=Coscarelli| website=Refinery29|access-date=February 7, 2017}} The name "Allbirds" references New Zealand's lack of native land mammals, making it a land of "all birds".{{Cite web|last=Huddleston|first=Tom Jr.|date=December 18, 2018|title=How Allbirds went from Silicon Valley fashion staple to a $1.4 billion sneaker start-up|url=https://www.cnbc.com/2018/12/14/allbirds-went-from-silicon-valley-staple-to-billion-sneaker-startup.html|access-date=2021-02-01|website=CNBC}}

The company began with the Wool Runners casual sneakers.{{cite magazine|last1=Vella|first1=Matt|title=The World's Most Comfortable Shoes Are Made of Super-Soft Wool|url=https://time.com/4243338/allbirds-wool-runners/|access-date=December 4, 2020|magazine=Time|date=March 1, 2016}} During its first year in business, Allbirds raised $7.25M from investors who included Maveron and Lerer Hippeau Ventures.{{Cite web|url=https://techcrunch.com/2016/09/07/allbirds-raises-7-25-million-unveils-new-shoe-colors/|title=Allbirds raises $7.25 million, unveils new shoe colors|last=Roof|first=Katie|website=TechCrunch|date=September 7, 2016 |access-date=February 7, 2017}}{{Cite web |last=Findling |first=Deborah |date=January 1, 2017 |title=This eco-friendly sneaker is attracting celebrities without the benefit of a big brand name |url=https://www.cnbc.com/2017/01/01/allbirds-the-sustainable-sneaker-thats-growing-in-popularity-without-a-big-brand-name.html |access-date=February 7, 2017 |website=CNBC}} Articles in publications such as Time and The New York Times were described as the company "having a good publicist" by Jordyn Holman and Matthew Townsend of Bloomberg News.{{Cite web |last1=Holman |first1=Jordyn |last2=Townsend |first2=Matthew |date=February 19, 2021 |title=Can Allbirds Live Up to Its $1 Billion Valuation? |url=https://www.bloomberg.com/news/features/2021-02-19/allbirds-is-worth-1-billion-can-it-compete-with-nike-adidas |url-access=limited |access-date=2024-06-11 |website=Bloomberg.com}}

By the end of 2017, Allbirds expanded across the United States and into South Korea and Australia.{{Cite web|last=Farra|first=Emily|title=Allbirds expands to Australia, eyes further global markets for 2018|url=https://www.nzherald.co.nz/business/allbirds-expands-to-australia-eyes-further-global-markets-for-2018/UDLFG5ZH2BLOXBGYMYCM4FNUDQ/|access-date=2017-12-22|website=nzherald|date=December 21, 2017 }} In October 2018, after previous fundraisers, the company raised $50M in Series C funding, bringing the company's total valuation to $1.4B.{{Cite news|last=Copeland|first=Rob|date=October 11, 2018|title=Trendy Sneaker Startup Allbirds Laces Up $1.4 Billion Valuation|language=en-US|work=Wall Street Journal|url=https://www.wsj.com/articles/trendy-sneaker-startup-allbirds-laces-up-1-4-billion-valuation-1539281112|access-date=2018-10-16|issn=0099-9660}} Allbirds expanded into other footwear (including running shoes and flip-flops) and athleisure clothing in collaboration with Outdoor Voices and Nordstrom.{{cite news |last1=Verry |first1=Peter |date=April 28, 2020 |title=Allbirds Is Now Making Running Shoes |url=https://footwearnews.com/2020/business/athletic-outdoor/allbirds-dasher-running-shoes-release-date-info-1202973310/ |access-date=December 4, 2020 |work=Footwear News |publisher=Footwear News}} Further collaborations were coordinated with Adidas and independent designers such as Nicole McLaughlin through 2021.{{Cite web |last=Farra |first=Emily |date=May 28, 2020 |title=Adidas and Allbirds Are Joining Forces—And Rewriting the Rules of Competition |url=https://www.vogue.com/article/adidas-allbirds-collaboration-sustainable-sneaker-lowest-carbon-footprint |access-date=2020-10-19 |website=Vogue |language=en-us}}{{Cite web |last=Servantes |first=Ian |date=August 4, 2020 |title=Allbirds, trying to be cool in streetwear, teams up with Chinatown Market |url=https://www.inverse.com/input/style/allbirds-chinatown-market-nicole-mclaughlin-upcycled |access-date=2024-07-24 |website=Input |language=en}}

The company began offering its shoes to brick-and-mortar stores in the United States in 2017.{{Cite web |last=Pisani |first=Joseph |date=October 8, 2019 |title=Allbirds, a shoe brand born online, to double stores |url=https://www.seattletimes.com/business/allbirds-a-shoe-brand-born-online-to-double-stores/ |access-date=2024-06-09 |website=The Seattle Times |language=en-US}} Allbirds opened its first store in the United Kingdom on October 17, 2018, in London's Covent Garden.{{Cite news |last=Taylor |first=Alison |date=October 16, 2018 |title=Allbirds' 'almost nondescript' brand of footwear lands in UK |url=https://www.theguardian.com/fashion/2018/oct/16/allbirds-almost-nondescript-brand-of-footwear-lands-in-uk |access-date=2024-06-09 |work=The Guardian |language=en-GB |issn=0261-3077}}

By 2020, the company had raised $100M in Series E funding and had 21 retail stores worldwide.{{Cite news |date=September 28, 2020 |title=Allbirds Closes $100M Series E to Continue Growth and Further Sustainable Mission |url=https://www.businesswire.com/news/home/20200928005215/en/Allbirds-Closes-100M-Series-E-to-Continue-Growth-and-Further-Sustainable-Mission |access-date=2024-06-09 |work=Business Wire |language=en}} From 2016 to 2021, before going public, Allbirds raised over $200M in funding rounds alone.{{Cite news |last1=Sorkin |first1=Andrew Ross |last2=Karaian |first2=Jason |last3=Kessler |first3=Sarah |last4=Merced |first4=Michael J. de la |last5=Hirsch |first5=Lauren |last6=Livni |first6=Ephrat |date=April 28, 2021 |title=Consumer Brands Eye Public Markets |url=https://www.nytimes.com/2021/04/28/business/dealbook/allbirds-panera-markets.html |url-access=limited |access-date=2024-06-09 |work=The New York Times |language=en-US |issn=0362-4331}}

Allbirds went public on the Nasdaq on November 3, 2021, with the ticker symbol BIRD at a price of $12–14.{{Cite web|last=Thomas|first=Lauren|date=October 25, 2021|title=Allbirds targets a more than $2 billion valuation in upcoming IPO|url=https://www.cnbc.com/2021/10/25/allbirds-targets-a-more-than-2-billion-valuation-in-upcoming-ipo.html|access-date=2021-10-26|website=CNBC}} That year, the company removed a line that it was "the first 'sustainable' IPO" from its listing after pressure from the Securities and Exchange Commission (SEC).{{Cite web |last1=Megaw |first1=Nicholas |last2=Palma |first2=Stefania |last3=Mann |first3=Jyoti |date=November 7, 2021 |title=Allbirds dropped 'sustainable' claim from IPO after SEC objection |url=https://www.ft.com/content/efbbaa8d-0c62-421e-96b0-5b010c339d33 |url-access=subscription |access-date=2024-06-09 |website=Financial Times}} A month before the IPO, Allbirds reduced its references to "sustainability principles and objectives" by half.{{Cite web |last1=Magaw |first1=Nicholas |last2=Talman |first2=Kristen |date=October 5, 2021 |title=Allbirds walks back 'sustainable IPO' claims ahead of market debut |url=https://www.ft.com/content/27dc4a15-c313-4238-90fc-9e7a2b1c8ca0 |url-access=subscription |access-date=2024-06-09 |website=Financial Times}} The company lost $25.9M against $2.2M of revenue the previous year, which Zwillinger said was in pursuit of a sustainable business model.{{Cite web |last=Debter |first=Lauren |date=November 3, 2021 |title=Allbirds Valued At Over $4 Billion After Stock Surges In IPO |url=https://www.forbes.com/sites/laurendebter/2021/11/03/allbirds-shares-soar-after-shoemaker-raises-over-300-million-in-ipo/ |url-access=limited |access-date=2024-06-09 |website=Forbes |language=en}} Allbirds leaned further into its brand as sustainable by collaborating with Adidas to create a sneaker "that promises to have almost no carbon footprint" and by focusing on environmental impact in its advertising.

According to a GlobalData consumer panel, the company began a decline in annual sales by 2022 as its brand was seen as part of 2010s Silicon Valley attire and its shoes' lack of durability became better known.{{Cite news |last=Waters |first=Jamie |date=December 24, 2022 |title=Allbirds Were the Tech Bro 'It' Shoe. Then the Tech Bros Moved On. |url=https://www.wsj.com/articles/allbirds-were-the-tech-bro-it-shoe-then-the-tech-bros-moved-on-11671858003 |url-access=subscription |access-date=2024-06-09 |work=The Wall Street Journal |language=en-US}}{{Cite web |last=Katie |first=Deighton |date=November 25, 2022 |title=Not All Retailers Are Overstocked for the Holidays. They're Discounting Anyway. |url=https://www.wsj.com/articles/not-all-retailers-are-overstocked-for-the-holidays-theyre-discounting-anyway-11669408278 |website=The Wall Street Journal}} Other brands, such as Atoms and Veja, were claimed to be taking some of Allbirds' market share as early as 2020 in a Wall Street Journal article by Jacob Gallagher.{{Cite news |last=Gallagher |first=Jacob |date=November 10, 2020 |title=How Allbirds Became Silicon Valley's Favorite Sneaker |url=https://www.wsj.com/articles/how-allbirds-became-silicon-valleys-favorite-sneaker-11605043149 |url-access=subscription |access-date=2024-06-09 |work=The Wall Street Journal |language=en-US}} The 2022 release of the Tree Flyer ended a period of experimentation with the company's offerings, including leggings, jackets, and dresses, which were unpopular with its customer base. Suzanne Kapner of The Wall Street Journal reported that "Other types of apparel that Allbirds introduced such as $250 puffer jackets and $88 dresses, also made from merino wool, didn't attract customers and had to be discounted. The company has since discontinued its leggings and other performance clothing and liquidated unsold apparel at a cost of roughly $13 million." The Financial Times{{'}} Lauren Indvik criticized Allbirds' new clothes, such as cardigans and other sweaters, as overly simple.{{Cite journal |last=Indvik |first=Lauren |date=October 24, 2020 |title=Allbirds spreads its wings; Report / The people behind Silicon Valley's favourite wool trainers are now making clothing using tree fibre and crab shells. |url=https://link.gale.com/apps/doc/A639244226/AONE |journal=The Financial Times |pages=4 |url-access=subscription}}

Complaints about the shoes' lack of durability also increased, and division between the company's co-CEOs about consumer-audience vision emerged. Brown believed that younger customers looking for fashionable items would drive sales, which conflicted with Zwillinger's view that the shoes themselves were the novelty consumers looked to.{{Cite news |last=Kapner |first=Suzanne |date=July 16, 2023 |title=How Allbirds Lost Its Way |url=https://www.wsj.com/articles/how-allbirds-lost-its-way-a44d5415 |url-access=subscription |archive-url=https://archive.today/20240609025627/https://www.wsj.com/articles/how-allbirds-lost-its-way-a44d5415 |archive-date=2024-06-09 |access-date=2024-06-09 |work=WSJ |publisher=The Wall Street Journal |language=en-US}} Zwillinger reflected on the poor sales of products such as the Tree Flyers running shoes in relation to its price of $160, saying "consumers weren't ready to shell out $160 for a technical running performance product from us, given that's not the ethos [of our] DNA." The co-founders then adopted formalized, separate roles, with Zwillinger transitioning to chief executive officer while Brown became chief innovation officer. The company then undertook a transformation plan to adhere to its original product lines while taking cost-saving measures along its supply chain.{{cite podcast |title=How Allbirds Lost Its Footing |website=The Journal |publisher=The Wall Street Journal |date=2023-08-03 |url=https://www.wsj.com/podcasts/the-journal/how-allbirds-lost-its-footing/287f565c-80e7-4dae-a625-11e055a17380 |last=Kapner |first=Suzanne |time=14:40 |last2=Mendoza |first2=Jessica |language=en |access-date=2025-01-13}}{{Cite news |last=Garner |first=Stephen |date=2023-05-11 |title=Allbirds Co-Founder Tim Brown Takes on New Role as Company Cuts More Corporate Jobs |url=https://footwearnews.com/business/executive-moves/allbirds-job-cuts-tim-brown-named-chief-innovation-officer-1203463310/ |url-status= |access-date=2025-01-13 |work=Footwear News |quote=Announced in March, the plan includes initiatives to reignite the product line, fully transition the company's footwear production to a new manufacturing partner in Vietnam, move toward a distributorship model in international markets and put the brakes on the brand's retail rollout.}} To recover from the loss in sales and investor confidence, the company began to sell its products at big-box, brick and mortar Nordstrom and Dick's Sporting Goods stores between April and June 2022.{{cite web |last1=Thomas |first1=Lauren |title=Allbirds to start selling its shoes in select Nordstrom department stores |url=https://www.cnbc.com/2022/05/24/allbirds-to-sell-its-sneakers-in-select-nordstrom-department-stores.html |website=CNBC |date=May 24, 2022 |access-date=December 13, 2022}}

However, the company was sued by its shareholders in May 2023 amidst declining sales. The lawsuit was filed as Allbirds tried to diversify from footwear to other products, a strategy with lower core consumer interest.{{Cite web |last=James |first=Dani |date=May 2, 2023 |title=Shareholder files lawsuit against Allbirds |url=https://www.retaildive.com/news/shareholder-files-class-action-against-allbirds/649165/ |access-date=2024-06-19 |website=Retail Dive |language=en-US}} The shareholders alleged that Allbirds' strategy was misleading, leading investors to buy shares at artificially-inflated prices and constituting securities fraud.{{Cite web |last= |date=May 3, 2023 |title=Allbirds Lands on Receiving End of Securities Lawsuit as Stock Drops |url=https://www.thefashionlaw.com/allbirds-lands-on-receiving-end-of-securities-lawsuit-as-stock-drops/ |access-date=2024-06-19 |website=The Fashion Law |language=en}} Judge Araceli Martínez-Olguín dismissed the case without prejudice in May 2024, and the plaintiffs filed an amended complaint which the company again sought to dismiss on grounds which included lack of standing.{{Cite news |date=2024-09-18 |title=Allbirds Seeks Dismissal of Securities Fraud Case |url=https://www.thefashionlaw.com/allbirds-seeks-dismissal-of-securities-fraud-case-citing-fraud-by-hindsight/ |access-date=2024-10-19 |magazine=The Fashion Law}}

By the fourth quarter of 2023, Allbirds had a net-revenue decrease of 14.5 percent since the fourth quarter of 2022.{{Cite web |date=March 12, 2024 |title=Allbirds Reports Fourth Quarter and Full Year 2023 Financial Results; Achieves Q4 Financial Guidance Targets |url=https://ir.allbirds.com/news-releases/news-release-details/allbirds-reports-fourth-quarter-and-full-year-2023-financial |access-date=2024-07-24 |website=Allbirds}} The group of companies with which Allbirds went public, including Casper Sleep and Warby Parker, was noted by Bloomberg News{{'}} Olivia Rockeman as all having struggled as public companies. Rockeman placed Allbirds among other companies using online commerce who were shifting from independent sales platforms to aggregate retail platforms such as Amazon for increased visibility.{{Cite web |last=Rockeman |first=Olivia |date=March 10, 2023 |title=Allbirds Stock Plummets After Shoe Brand 'Deteriorated Quickly' |url=https://www.bloomberg.com/news/articles/2023-03-09/allbirds-shoes-sales-fall-cfo-repalced-store-openings-halted |url-access=registration |website=Bloomberg.com}}

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On March 12, 2024, Zwillinger was replaced by former Allbirds chief operating officer Joe Vernachio as CEO.{{Cite web |date=March 12, 2024 |title=Allbirds Names COO and Industry Veteran Joe Vernachio as Chief Executive Officer |url=https://allbirds.gcs-web.com/news-releases/news-release-details/allbirds-names-coo-and-industry-veteran-joe-vernachio-chief |website=Allbirds}}{{Cite web |last=Salpini |first=Cara |date=March 13, 2024 |title=Allbirds taps new CEO, plans store closures |url=https://www.retaildive.com/news/allbirds-names-joe-vernachio-ceo-plans-store-closures-sales-fall/710123/ |access-date=2024-06-09 |website=Retail Dive |language=en-US}} Vernachio outlined plans to focus on already-successful products rather than experimenting with new ones, and said that the company would rely on its retail partners.{{Cite web |last=Ciment |first=Shoshy |date=March 13, 2024 |title=Allbirds CEO Joey Zwillinger Steps Down, The Second Top Executive Shift in a Year: Allbirds has elevated chief operating officer Joe Vernachio to the CEO role and has added him to the board of directors |url=https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=176022884&site=eds-live&scope=site |access-date=2024-07-20 |website=Business Source Complete |language=en}} Zwillinger remained on the board of directors. Earlier that year, the company promoted Kelly Olmstead to chief marketing officer and recruited Adrian Nyman as chief design officer.{{Cite web |last=Salpini |first=Cara |date=January 18, 2024 |title=Allbirds looks to sports veterans for chief marketing, design roles |url=https://www.retaildive.com/news/allbirds-names-chief-marketing-officer-chief-design-officer/704882/ |access-date=2024-06-09 |website=Retail Dive |language=en-US}}{{Cite web |date=January 17, 2024 |title=Allbirds Announces Executive Leadership Appointments |url=https://allbirds.gcs-web.com/news-releases/news-release-details/allbirds-announces-executive-leadership-appointments |website=Allbirds}} Chief financial officer Mike Bufano was succeeded by Annie Mitchell on April 24, 2023.{{Cite web |date=March 9, 2023 |title=Allbirds Appoints Annie Mitchell as Chief Financial Officer |url=https://ir.allbirds.com/news-releases/news-release-details/allbirds-appoints-annie-mitchell-chief-financial-officer |website=Allbirds}}

On April 8, 2024, Allbirds received a non-compliance notice from Nasdaq because its share price was $1 for 30 consecutive days.{{Cite web |last=Rogelberg |first=Sasha |date=April 11, 2024 |title=Nasdaq just gave former unicorn Allbirds a 6-month warning to raise its stock price or risk getting booted—experts say to look at its B Corp status |url=https://fortune.com/2024/04/11/nasdaq-former-unicorn-allbirds-compliance-warning-stock-price-b-corp-sustainability/ |url-access=subscription |access-date=2024-06-09 |website=Fortune |language=en}} Through August of that year, the company discussed a reverse stock split to maintain its listing with investors. Allbirds underwent a 1-for-20 consolidation on September 4, 2024; its stock price was $9.69 the next day and $13.79 after a week.{{Cite news |last=Salpini |first=Cara |date=2024-09-03 |title=Allbirds plans reverse stock split to regain Nasdaq compliance |url=https://www.retaildive.com/news/allbirds-reverse-stock-split-nasdaq-compliance/725872/ |access-date=2024-09-14 |work=Retail Dive}}{{Cite web |date=2024-08-30 |title=Allbirds Announces Completion of International Distributor Deals |url=https://ir.allbirds.com/news-releases/news-release-details/allbirds-announces-completion-international-distributor-deals |access-date=2024-09-14 |website=Allbirds}} The company began to downsize its plans to open more physical stores in countries such as Germany at this time.{{Cite web |last=Jansen |first=Caroline |date=March 10, 2023 |title=Allbirds CFO exits as the brand pulls back on store openings |url=https://www.retaildive.com/news/allbirds-cfo-exits-brand-pulls-back-store-openings/644694/ |access-date=2024-06-09 |website=Retail Dive |language=en-US}}{{Cite journal |last=Bayer |first=Tobias |date=April 27, 2023 |title=Zu hoch gehängt: Die Allbirds-Gründer glaubten, eine globale D2C-Marke mit breitem Sortiment und extrem loyaler Kundschaft aufbauen zu können. Jetzt müssen sie deutlich tiefer stapeln |url=https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=163339239&site=ehost-live |journal=Textilwirtschaft |language=de |issue=17 |issn=0040-487X}}

Allbirds sued Steve Madden in December 2017, alleging that the company's Traveler shoes looked nearly identical to its Wool Runners and infringed Allbirds' trade dress.{{Cite news |last=Spellings |first=Sarah |date=December 13, 2017 |title=Steve Madden Sued by Sustainable Start-up |url=https://www.thecut.com/2017/12/steve-madden-sued-by-allbirds-over-wool-sneaker.html |access-date=August 5, 2018 |work=The Cut}} After settling the case in the Northern District of California, Allbirds brought a similar lawsuit in the same court against Austrian footwear maker Giesswein Walkwaren.{{cite news |date=2019-09-19 |title=Allbirds Has Built a $1.4 Billion Brand Out of Wool Trainers, Now Here Come the Copycats |url=https://www.thefashionlaw.com/allbirds-has-built-a-14-billion-footwear-brand-and-here-come-the-copycats/ |url-access=subscription |archive-url=https://archive.today/20230209011232/https://www.thefashionlaw.com/allbirds-has-built-a-14-billion-footwear-brand-and-here-come-the-copycats/#selection-1023.221-1023.558 |archive-date=2023-02-09 |access-date=2024-10-18 |magazine=The Fashion Law}}

In November 2019, Zwillinger accused Amazon's shoe line, 206 Collective, of producing a look-alike of the Wool Runner design for $60 less.{{Cite web |last=Holmes |first=Aaron |date=November 20, 2019 |title=Allbirds cofounder calls out Amazon for its knockoff shoes that cost way less, calling them 'algorithmically inspired' |url=https://www.businessinsider.com/allbirds-cofounder-criticizes-amazon-for-knockoff-shoes-that-cost-less-2019-11 |url-access=subscription |access-date=2024-06-09 |website=Business Insider |language=en-US}} The company did not bring Amazon to court, which Zwillinger called "risky" in reference to Amazon's large legal teams.{{Cite web |last=Stankiewicz |first=Kevin |date=September 25, 2019 |title=Allbirds co-CEO: Suing Amazon over shoe 'risky' — they have more lawyers than we have workers |url=https://www.cnbc.com/2019/09/25/allbirds-co-ceo-joey-zwillinger-suing-amazon-over-shoes-is-risky.html |access-date=2024-06-22 |website=CNBC |language=en |quote='We're a company of about 500 people total. I would suspect Amazon has more than double that in just lawyers,' Zwillinger said on 'Squawk Alley.'"}} Later that week, Zwillinger and Brown wrote a Medium article inviting Amazon to use some of its materials to "jointly make a major dent in the fight against climate change."{{Cite web |last1=Zwillinger |first1=Joey |last2=Brown |first2=Tim |date=November 25, 2019 |title=Dear Mr. Bezos |url=https://joeyzwillinger.medium.com/dear-mr-bezos-e691f6d6d705 |access-date=2024-06-22 |website=Medium |language=en}}{{Cite web |last=Statt |first=Nick |date=2019-11-25 |title=Allbirds tells Amazon it forgot to steal the most important part of its shoe |url=https://www.theverge.com/2019/11/25/20982653/allbirds-ceo-amazon-copy-shoe-environment-sustainability-steal |url-status=live |archive-url=https://web.archive.org/web/20250105184058/https://www.theverge.com/2019/11/25/20982653/allbirds-ceo-amazon-copy-shoe-environment-sustainability-steal |archive-date=2025-01-05 |access-date=2025-02-12 |website=The Verge}} The instance with Amazon was cited as an example of the company's willingness to lose money in the name of sustainability by reporter Sasha Rogelberg. In an article for The Fashion Law, both the case against Walkwaren and the instance of Amazon's shoes were suggested to not be overtly violating Allbirds' trade dress, stating that "it is worth noting that there are, in fact, notable design differences between the various brands sneakers."

A number of observers have cited Allbirds as a sustainable brand. The company is a certified B Corporation, and uses sustainable materials such as merino wool and eucalyptus in production.{{Cite web |year=2020 |title=Allbirds, Inc. – Certified B Corporation – B Lab Global |url=https://www.bcorporation.net/en-us/find-a-b-corp/company/allbirds-inc |access-date=2024-07-23 |website=www.bcorporation.net |language=en-us}}{{Cite web |last1=Marikar |first1=Sheila |date=September 21, 2020 |title=Allbirds is stepping up for the planet—by treading lightly on it |url=https://fortune.com/2020/09/21/allbirds-environment-sustainability-materials-climate/ |url-status=live |archiveurl=https://archive.today/20201011160230/https://fortune.com/2020/09/21/allbirds-environment-sustainability-materials-climate/ |archivedate=October 11, 2020 |accessdate=2020-10-11 |work=Fortune |language=en }}{{Cite news |date=March 2, 2017 |title=These Sneakers Are Affordable, Sustainable, and Genuinely Stylish |url=http://www.esquire.com/style/mens-fashion/news/a53540/allbirds-sustainable-sneakers-tim-brown-interview/ |access-date=2017-03-30 |work=Esquire}} Other shoe components, such as laces and insoles, are made from recycled plastic bottles, castor beans, plant starch, wood pulp, and Tencel. In 2018, shoes were manufactured in Shenzhen, China.{{Cite magazine |last=Heller |first=Nathan |date=March 19, 2018 |title=When Your Shoes are Made of Wood Pulp |url=https://www.newyorker.com/magazine/2018/03/26/when-your-shoes-are-made-of-wood-pulp |access-date=2024-06-11 |magazine=The New Yorker |language=en-US |issn=0028-792X}} In conversation with Ryan Gellert of Patagonia, Zwillinger said that Allbirds convinced the Footwear Distributor Retailers of America to adopt a carbon price: an informal tax on goods that produce carbon emissions that would be put into environmental, social, and governance efforts such as sustainability research.{{Cite web |date=February 8, 2021 |title=How Patagonia and Allbirds Set the Pace on Their Journey as Sustainable Leaders |url=https://usca.bcorporation.net/zbtcz02z09/how-patagonia-and-allbirds-set-pace-their-journey-sustainable-leaders/ |access-date=2024-07-24 |website=B Lab U.S. & Canada |language=en-US}}

Allbirds uses SweetFoam, a material made of recycled sugarcane, instead of the petroleum-based industry standard ethylene-vinyl acetate for the soles of its shoes.{{Cite web |title=Allbirds Materials - Sugar |url=https://www.allbirds.com/pages/our-materials-sugar |access-date=2024-10-09 |website=Allbirds |language=en-US}} The company's production of sugarcane is certified by the nonprofit environmental-verification organization Proforest as ensuring environmental security.{{Cite web |last=Segran |first=Elizabeth |date=2018-08-01 |title=Allbirds wants to fix your sole |url=https://www.fastcompany.com/90202030/allbirds-wants-to-fix-your-sole |access-date=2024-10-09 |website=Fast Company}} Sugarcane sourced for SweetFoam is acquired from Brazil and produced by Braskem as a byproduct of ethanol production.{{Cite web |date=2018-08-22 |title=Supporting a sustainable sugar-based resin |url=https://www.proforest.net/news-events/news/supporting-a-sustainable-sugar-based-resin-11305/ |access-date=2024-10-09 |website=Proforest}}

Praised by Time as one of the best inventions of 2018 for its carbon reduction,{{Cite magazine |last=Worland |first=Justin |year=2018 |title=Shoes That Could Help Save the World: The 50 Best Inventions of 2018 |url=https://time.com/collection/best-inventions-2018/5454310/allbirds-sweetfoam/ |access-date=2024-10-09 |magazine=Time |language=en-us}} Runner's World{{'s}} Jeff Dengate wrote reviews of the Tree Dasher 2 and Tree Flyer in 2022 and 2023. Dengate liked the shoes' environmental goals and casual fit, but criticized their soles, grip, and weight.{{Cite journal |last=Dengate |first=Jeff |year=2022 |title=ALLBIRDS TREE DASHER 2 |url=https://search.ebscohost.com/login.aspx?direct=true&db=hxh&AN=157646130&site=ehost-live |journal=Runner's World |volume=57 |issue=4 |url-access=subscription |via=EBSCO Information Services}} Of the Tree Flyer, Dengate claimed they were "slightly lighter and bouncier than the Dasher 2, thanks to a new foam made from castor bean oil" (improving its usability for running), but found the shoe's cushioning and heel-stitching worse than traditional running shoes.{{Cite journal |last=Dengate |first=Jeff |year=2023 |title=ALLBIRDS TREE FLYER |url=https://search.ebscohost.com/login.aspx?direct=true&db=hxh&AN=160881566&site=ehost-live |journal=Runner's World |volume=58 |issue=1 |url-access=subscription |via=EBSCO Information Services}} Dengate called the Dasher 2 too heavy, although it was {{Convert|0.3|oz|g}} lighter than the Dasher.

The Wall Street Journal and The New York Times reported that Allbirds initially became popular among tech-industry professionals, particularly in Silicon Valley. The brand's minimalist, logo-free design and eco-friendly wool fabric resonated with the tech community, leading to popular adoption of Allbirds as an unofficial uniform among American "tech bros." Some observers have used the shoes to critique Silicon Valley's influence on corporate culture in the United States. A New Yorker article by Rachel Syme said that the shoes "cannot really be categorized as ugly footwear, because the idea behind them is not proud unstylishness but technical perfection." Syme links the shoes to the increased presence of casual wear in the white-collar workforce, where sneakers have gained acceptance over traditional dress shoes. A white-collar worker might then signify their values and differentiate themselves from colleagues by engaging in conspicuous consumption, buying shoes with an environmental mission.{{Cite magazine |last=Syme |first=Rachel |date=November 12, 2018 |title=The Algorithmic Emptiness of Allbirds Shoes |url=https://www.newyorker.com/culture/on-and-off-the-avenue/the-optimized-anti-style-of-allbirds-shoes |url-access=limited |access-date=2024-06-09 |magazine=The New Yorker |language=en-US |issn=0028-792X}} New York Times critic Jon Caramanica called Allbirds shoes "studiously unstylish", connecting the shoes' utility and the occupations of their wearers by saying that they are "for people who poke around in the code on the websites they visit, and who would prefer not to think too hard about their footwear choices."{{Cite news |last=Caramanica |first=Jon |date=January 2, 2019 |title=How to Think About Curiously Fashionable Footwear |url=https://www.nytimes.com/2019/01/02/style/allbirds-birkenstock-stores-new-york.html |url-access=limited |access-date=2024-06-09 |work=The New York Times |language=en-US |issn=0362-4331}}

Journalism professor Myles Ethan Lascity describes the shoes' sustainable framing as "anti-fashion", referring to a style of dress that is indifferent to trends in fashion. Lascity ties Allbirds' anti-fashion identity to Uniqlo, which he said promotes itself as a technology brand rather than a clothing company. In Allbirds' case, the company frames itself as a sustainability brand rather than a shoe company.{{Cite journal |last=Lascity |first=Myles Ethan |date=September 19, 2022 |title=Anti-Fashion Branding: Framing Technology in Uniqlo and Allbirds |url=https://www.tandfonline.com/doi/full/10.1080/1362704X.2022.2101587 |journal=Fashion Theory |language=en |volume=26 |issue=6 |pages=881–898 |doi=10.1080/1362704X.2022.2101587 |issn=1362-704X |url-access=subscription}}

Other observers, such as Ian Servantes of Inverse, critiqued the shoes for gentrifying the sneaker market historically associated with Black culture in the United States.{{Cite web |last1=Stone |first1=Sarah |last2=Matthews |first2=Delisia |date=February 9, 2023 |title=How Black Culture and Black History Inform Sneakerhead Culture |url=https://textiles.ncsu.edu/news/2023/02/how-black-culture-and-black-history-inform-sneakerhead-culture/ |access-date=2024-07-26 |website=Wilson College of Textiles |publisher=North Carolina State University}} Servantes said that the shoes' appeal to stereotypically affluent, white Silicon Valley workers lacks authenticity in the sneaker subculture.{{Cite web |last=Servantes |first=Ian |date=August 14, 2020 |title=Allbirds conquered tech bros. Now it wants to buy its way into streetwear. |url=https://www.inverse.com/input/style/allbirds-streetwear-collaborations-adidas-chinatown-market-sneakerheads-tech-bros |access-date=2024-07-26 |website=Input |publisher=Inverse |language=en |quote="It doesn't get much more white than Allbirds, a company founded by a former New Zealand rugby player and a biotech engineer who cut his teeth San Francisco."}}

File:Jared Huffman at Allbirds 01.jpg speaking at Allbirds in San Francisco in 2020]]

Legal analysts have criticized Allbirds in light of Dwyer v. Allbirds, Inc. for allegedly appearing environmentally friendly for promotional purposes while failing to deliver on sustainable promises.{{Cite journal |last=West |first=Kasey A. |year=2023 |title=Goodbye to Greenwashing in the Fashion Industry: Greater Enforcement and Guidelines |url=https://heinonline.org/HOL/P?h=hein.journals/nclr101&i=844 |journal=North Carolina Law Review |volume=101 |issue=3 |pages=860–862 |url-access=subscription |via=HEINOnline}}{{Cite journal |last1=Dorff |first1=Michael B. |last2=Hicks |first2=James |last3=Solomon |first3=Steven D. |year=2021 |title=The Future or Fancy? An Empirical Study of Public Benefit Corporations |url=https://heinonline.org/HOL/P?h=hein.journals/hbusrew11&i=119 |journal=Harvard Business Law Review |volume=11 |issue=1 |pages=150–151 |url-access=subscription |via=HEINOnline}} Allbirds was the subject of a 2021 federal lawsuit, Dwyer v. Allbirds, Inc., in the Southern District of New York accusing the company of misleading consumers about its sustainability practices by not mentioning the carbon impact of its wool sourcing. Allbirds used the Higg Index to measure its carbon impact on the level of individual products rather than the entire supply chain, omitting the impacts of shipping and production. Allbirds was accused of false advertising by using images of happy sheep in promotional materials, rather than images of production facilities.{{Cite web |last1=Vinti |first1=Baldassare |last2=Yang |first2=Jennifer |last3=Gordon |first3=Amy B. |date=June 14, 2022 |title=Sheep's Clothing: Court Dismisses Lawsuit Over Allbirds' Carbon Footprint and Animal Welfare Claims |url=https://natlawreview.com/article/sheep-s-clothing-court-dismisses-lawsuit-over-allbirds-carbon-footprint-and-animal |access-date=2024-06-19 |website=The National Law Review |language=en}} Citing an investigation by People for the Ethical Treatment of Animals, Dwyer further accused Allbirds of cruelty towards its sheep, claiming the advertisements of happy sheep were "empty welfare policies that do little to stop animal suffering".{{Cite web |last= |date=2022-04-29 |title=Allbirds Escapes False Advertising Lawsuit Over Sustainability-Centric Ads |url=https://www.thefashionlaw.com/allbirds-escapes-false-advertising-lawsuit-over-sustainability-centric-ads/ |url-access=subscription |archive-url=https://archive.today/20220807041153/https://www.thefashionlaw.com/allbirds-escapes-false-advertising-lawsuit-over-sustainability-centric-ads/ |archive-date=2022-08-07 |access-date=2025-01-20 |website=The Fashion Law |language=en}}{{Cite web |title=Allbirds Is All Wrong - Sheep Are Suffering for Footwear |url=https://secure.peta.org.uk/page/72831/action/1?locale=en-GB |access-date=2025-01-20 |website=People for the Ethical Treatment of Animals UK |language=en-UK}} Judge Cathy Seibel dismissed the case in 2022 on the grounds that the company adheres to the Federal Trade Commission's Guides for the Use of Environmental Marketing Claims, and depictions of happy sheep in advertising were puffery.{{Cite web |last=Hubbard |first=William J. |date=May 19, 2022 |title=Allbirds' Defeat of Consumer Class Action Offers Valuable Greenwashing-Avoidance Guideposts |url=https://www.wlf.org/2022/05/19/publishing/allbirds-defeat-of-consumer-class-action-offers-valuable-greenwashing-avoidance-guideposts/ |access-date=2024-06-19 |website=Washington Legal Foundation |language=en}}

In the University of Kentucky's Journal of Equine, Agriculture, & Natural Resources Law blog, Abigail Barford wrote that although demands for corporate transparency have increased, few standards have been implemented at the governmental level. Barford noted that environmental, social, and governance guidelines are often used in marketing an IPO, as she alleged Allbirds did during and after the Dwyer case.{{Cite journal |last=Barford |first=Abigail |date=October 10, 2023 |title=A Rise in Climate Litigation: A Warning to the Fashion Industry |url=https://uknowledge.uky.edu/law_kjeanrlblog/644 |journal=KJEANRL Blog}}

Ciara Peacock of the West Virginia University College of Law writes about the case in a discussion of American courts' tendencies to give corporate carbon offsets and credits a high bar for legal criticism, noting that cases charging corporations with unrealistic use of carbon offsets (such as Dwyer) overwhelmingly end in motions to dismiss.{{Cite journal |last=Peacock |first=Ciara |date=Fall 2023 |title=Misleading Markets: Consumer Protection in the Age of Climate Washing |url=https://heinonline.org/HOL/P?h=hein.journals/wvb126&i=377 |journal=West Virginia Law Review |volume=126 |issue=1 |pages=383–384 |url-access=subscription |via=HEINOnline}} In Dwyer, Peacock wrote that there is no consistent legal precedent for when a company should begin to measure carbon output; this allows corporations to publicize incomplete depictions of their supply chains. Fellow legal scholar Valerie J. Peterson said that Allbirds excludes wool manufacturing from its life-cycle assessments, which measure the environmental impact of a product or service from production to destruction.{{Cite journal |last=Peterson |first=Valerie J. |year=2024 |title=Gray Areas in Green Claims: Why Greenwashing Regulation Needs an Overhaul |url=https://heinonline.org/HOL/P?h=hein.journals/vilenvlj35&i=204 |journal=Villanova Environmental Law Journal |volume=35 |issue=1 |pages=187–19 |url-access=subscription |via=HEINOnline}} Christopher Marquis of Fast Company disagreed, crediting the company for maintaining near-term and transparent goals by contrasting them with other, more-opaque companies such as Delta Air Lines and Keurig.{{Cite news |last=Marquis |first=Christopher |date=2024-09-09 |title=Greenwashing is rampant among many iconic brands. Here's how Allbirds avoids it |url=https://www.fastcompany.com/91185280/allbirds-net-zero-transparency-greenwashing |access-date=2024-09-14 |work=Fast Company}}

After securing independent reviews as a certified B Corporation, an environmental, social, and governance (ESG) rating from Sustainalytics, and a Sustainability Principles and Objectives (SPO) Framework analysis from ISS ESG, Allbirds filed for S-1 registration with the Securities and Exchange Commission (SEC). Uniquely in IPO law, Allbirds was subject to SEC review; other bonds used to fund environmentally-safe projects have not had to. Alexander Coley of the Northwestern University Pritzker School of Law identifies this dynamic as a weakness and a strength of the securities-regulation industry.{{Cite journal |last=Coley |first=Alexander |year=2022 |title=ESG Ratings: A Blind Spot for U.S. Securities Regulation |url=https://heinonline.org/HOL/P?h=hein.journals/nwjilb43&i=42 |journal=Northwestern Journal of International Law & Business |volume=43 |issue=1 |pages=38–54 |url-access=subscription |via=HEINOnline}} Amanda Schwaben of Case Western Reserve University School of Law said that Allbirds' framing as a public benefit company is a means of attracting investment with dubious returns.{{Cite journal |last=Amanda |first=Schwaben |year=2023 |title=Doing Good or Just Looking Good? An Analysis of Delaware's Public Benefit corporation a Decade after its Creation |url=https://heinonline.org/HOL/P?h=hein.journals/cwrlrv74&i=263 |journal=Case Western Reserve Law Review |volume=74 |issue=1 |pages=248–255 |url-access=subscription |via=HEINOnline}} Other management analysts cite Allbirds' B Corporation ranking as an example of the private-sector creating its own incentives to maintain sustainable business practices.{{Cite journal |last1=Lucas |first1=David S. |last2=Grimes |first2=Matthew G. |last3=Gehman |first3=Joel |date=June 30, 2022 |title=Remaking Capitalism: The Strength of Weak Legislation in Mobilizing B Corporation Certification |url=http://journals.aom.org/doi/full/10.5465/amj.2020.1688 |journal=Academy of Management Journal |language=en |volume=65 |issue=3 |pages=959 |doi=10.5465/amj.2020.1688 |issn=0001-4273 |url-access=subscription |via=ResearchGate}} Democratic U.S. Congressman Jared Huffman of California's 2nd Congressional District held a conference with Zwillinger in 2020 where he criticized B Corp status and the 45Q tax credit, which grants a break to corporations that practice carbon capture, for being functionally ineffective.{{Cite web |date=2020-03-06 |title=Allbirds founder: Being a sustainable business is 'not that hard' |url=https://huffman.house.gov/media-center/in-the-news/allbirds-founder-being-a-sustainable-business-is-not-that-hard |archive-url=https://web.archive.org/web/20241107140848/https://huffman.house.gov/media-center/in-the-news/allbirds-founder-being-a-sustainable-business-is-not-that-hard |archive-date=2024-11-07 |access-date=2024-12-22 |website=huffman.house.gov}}

In 2018, New Zealand Prime Minister Jacinda Ardern gave Australian Prime Minister Malcolm Turnbull a pair of Allbirds sneakers during a state visit to Australia.{{cite AV media |url=https://www.nzherald.co.nz/nz/pm-ardern-gifts-turnbull-family-all-birds/GFRZZY6YPVDDPSOVAMILYJRUSA/ |title=PM Ardern gifts Turnbull family 'All Birds' |date=2018-03-01 |type=Video |language=en-au |publisher=The New Zealand Herald |year= |access-date=2025-01-13 |archive-url=https://archive.today/20250114001346/https://www.nzherald.co.nz/nz/pm-ardern-gifts-turnbull-family-all-birds/GFRZZY6YPVDDPSOVAMILYJRUSA/ |archive-date=2025-01-14 |url-status=live}} That year, actor Leonardo DiCaprio invested in the company's Zeffers sandals.{{Cite web |last=Weinberg |first=Lindsay |date=August 1, 2018 |title=Leonardo DiCaprio Invests in Eco-Friendly Shoe Brand Allbirds |url=https://www.hollywoodreporter.com/news/general-news/leonardo-dicaprio-invests-eco-friendly-shoe-line-1131481/ |access-date=2024-06-09 |website=The Hollywood Reporter |language=en-US}}

Former United States President Barack Obama has worn the shoes on a number of occasions, and a 2019 Esquire article reported that he wore a pair at a basketball game.{{Cite web |last=Flammia |first=Christine |date=February 22, 2019 |title=The $95 Sneakers Barack Obama Wore to the Duke-UNC Game |url=https://www.esquire.com/style/mens-fashion/a26475629/barack-obama-allbirds-sneakers-duke-north-carolina/ |access-date=2024-06-09 |website=Esquire |language=en-US}} After Obama wore the shoes at a podcast recording in 2020, Cam Wolf wrote an article for GQ criticizing the shoes as "Zoom Formal" and drew a parallel between him and his cabinet to Silicon Valley.{{Cite web |last=Wolf |first=Cam |date=July 29, 2020 |title=Barack Obama Keeps Wearing Silicon Valley's Favorite Shoes |url=https://www.gq.com/story/barack-obama-allbirds |access-date=2024-06-09 |website=GQ |language=en-US}}

• Sustainable fashion
• Merino sheep

{{reflist}}

{{commons category}}

• {{official website}}

{{Finance links

| name = Allbirds, Inc.

| symbol = BIRD

| reuters = BIRD.O

| bloomberg = BIRD:US

| sec_cik = 1653909

| yahoo = BIRD

| google = BIRD:NASDAQ

}}

{{Running Shoe Brands}}

{{authority control|state=expanded}}

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