Early Funding Path
Crowdfunding
First Customers
Kickstarter backers
Founded (Year)
2015
Key Tactics
Sustainability storytelling
Type
Sustainable footwear
Vertical
D2C Brand
Website
Allbirds was kickstarted by Tim Brown, a former New Zealand footballer, who developed early prototypes with support from a wool industry grant. A 2014 Kickstarter campaign raised over US$119,000 and proved demand. Partnering with Joey Zwillinger, Brown launched Allbirds in 2016 with backing from a US$7.25 m round.
Early customers were Kickstarter backers and early online shoppers who bought the first Wool Runner shoes, validating the market for sustainable footwear.
Startup Rollercoaster: Allbirds
The Spark – Wool Meets Footwear
- Tim Brown studied business after football and saw the potential of merino wool in shoes.
- With a New Zealand wool industry grant, he built a prototype.
- In 2014 he launched a Kickstarter that raised US$119,000 in just days, proving demand.
The Peak – Launch & Funding
- Partnered with biotech engineer Joey Zwillinger to co-found Allbirds.
- Official launch in March 2016 with the Wool Runner.
- Early funding rounds raised US$7.25 m to scale production and marketing.
The Drop – Scaling Challenges
- Surging demand stretched supply chains and material sourcing.
- Skeptics dismissed wool footwear as a novelty.
- Building sustainable manufacturing at scale proved difficult.
The Reset – Define the Brand
- Invested in proprietary materials and supplier partnerships.
- Positioned around simplicity, comfort, and sustainability.
- Brand story of “better shoes in a better way” set it apart.
The Discipline – Focused Growth
- Limited early product line (Wool Runner) to ensure quality.
- Direct-to-consumer e-commerce and data-driven marketing.
- Reinvested into R&D, developing innovations like sugarcane-based soles.
The Climb – Global Expansion
- Expanded from online to physical retail stores worldwide.
- Secured later VC rounds and grew into an internationally recognised brand.
- Staying true to its eco-friendly ethos helped build loyalty and long-term growth.
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