On LinkedIn, Mary La Coste brought up the All Blacks, New Zealand's national rugby team. Maybe Allbirds is meant to echo All Blacks? (I found no indication of a connection in any Allbirds messaging, though.)
Nancy, this is so good. Thanks. I like names that resist registering. You have to stop and think "what!" But "allbirds" slewed off into comprehension and you were obliged to fish it out again. And ended up thinking, "No, it can't be that" i.e., something to do with birds or all or especially all birds. But for me the big problem here was that they didn't "control the burn" which is to say they got a fantastic response from the early adopters and this converted the "charge" of the brand (to mix my metaphors, don't ask ME to brand anything) from positive to negative. We consumers choose a new brand because it's a little risky but when it ends up getting almost instant adoption in "our crowd" we looking like the most predictable dopes in the world. (I am pretty good at this all on my own, and don't need help from brands, thank you very much.) In the startup world that prizes originality and innovation, this was what do they call it exactly, oh, yeah, bad. So the best thing that could happen to a new brand was the worst, and it was up to the brand managers to control the burn by actually ratcheting demand back down and then only gradually scaling it back up. This is difficult and dangerous. But it is possible. Do I have an example. No, I don't have an example. Thanks again.
I used to wear Crocs summer and winter, no socks (except in actual snow), but I'm having what looks like a long struggle with edema in one leg, and I like the comparative tightness of Skechers. (Note that I still don't have to bend over to put them on.) My wife has two pairs of Allbirds, and likes them. Best type of Crocs: heavy duty with no holes and a rugged sole, perfect for gardening or beaches.
Warning to the Crocs-curious: If you wear them until the tread on the bottom is worn away, they become VERY slippery on wet pavement. That's all the shoes news.
My All Birds sneakers are still going strong 5 years in. So that’s unfortunately part of the problem-I’m not sure I have any other sneakers that have made it past the 2 year mark. The apparel they tried however- it was awful and most got donated after 2 wears.
I was surprised when my 25 year old techie son recently bought a pair of Allbirds, because I thought they were an old-lady brand! I (53) was getting a lot of ads for them online, and they seemed to stress comfort, like other brands aimed at older women. I had no idea, until I read the recent article you quoted, about their history and recent decline. So yes, a problem with branding.
Are you living in my hed? While tramping around with my dog this morning in unsexy black Cliftons, the hardest-core Hokas for the worst feet, I suddenly thought of those merino wool sneakers that were so cool a few years ago and were called… what? I liked the colors but they weren’t built for walking with cranky feet. Hokas are everywhere for a reason. They work hard and have a fun-loving obliviousness to fashion. I wish they made more colors for wide widths.
This is so good. Hokas work because they also popped off during the clunky dad shoe era (e.g., Balenciaga Track and Triple S on the fashion end, New Balance 9060 on the normcore end). Timing, but also, sporty fashion people leaned into them because of comfort.
Funny, as soon as I read that quote about "sexiness" I thought no, nothing could be less sexy than these huge Hokas of mine, even the ones that aren't in ridiculous color combinations. And of course, you went straight there. Excellent argument.
Nancy, I have met you, and frankly I doubt you would wear Hokas in public for less than eye-watering amounts of payola. Unfortunately my terrible feet need that cushioning...
In all seriousness, cushioning is a no-no for my hypermobile feet. I need a firm foundation so I don’t develop blisters. YM, as always, MV. Literally, in this case.
I stumbled (maybe that's not the right word, but anyway) into wearing Allbirds when I realized so many "new wool" clothing items were damn comfortable in hot or cold weather. I was comfortably, fashionably chic!
But I do realize that I needed to treat my pair on the way side. I'll abuse various boots and trainers; they can take it.
And yes, learning about the full backstory now (finally!) makes me love them more. But I will treat them with care. Damn, and I got the replacement laces!
On LinkedIn, Mary La Coste brought up the All Blacks, New Zealand's national rugby team. Maybe Allbirds is meant to echo All Blacks? (I found no indication of a connection in any Allbirds messaging, though.)
Nancy, this is so good. Thanks. I like names that resist registering. You have to stop and think "what!" But "allbirds" slewed off into comprehension and you were obliged to fish it out again. And ended up thinking, "No, it can't be that" i.e., something to do with birds or all or especially all birds. But for me the big problem here was that they didn't "control the burn" which is to say they got a fantastic response from the early adopters and this converted the "charge" of the brand (to mix my metaphors, don't ask ME to brand anything) from positive to negative. We consumers choose a new brand because it's a little risky but when it ends up getting almost instant adoption in "our crowd" we looking like the most predictable dopes in the world. (I am pretty good at this all on my own, and don't need help from brands, thank you very much.) In the startup world that prizes originality and innovation, this was what do they call it exactly, oh, yeah, bad. So the best thing that could happen to a new brand was the worst, and it was up to the brand managers to control the burn by actually ratcheting demand back down and then only gradually scaling it back up. This is difficult and dangerous. But it is possible. Do I have an example. No, I don't have an example. Thanks again.
I used to wear Crocs summer and winter, no socks (except in actual snow), but I'm having what looks like a long struggle with edema in one leg, and I like the comparative tightness of Skechers. (Note that I still don't have to bend over to put them on.) My wife has two pairs of Allbirds, and likes them. Best type of Crocs: heavy duty with no holes and a rugged sole, perfect for gardening or beaches.
Warning to the Crocs-curious: If you wear them until the tread on the bottom is worn away, they become VERY slippery on wet pavement. That's all the shoes news.
My All Birds sneakers are still going strong 5 years in. So that’s unfortunately part of the problem-I’m not sure I have any other sneakers that have made it past the 2 year mark. The apparel they tried however- it was awful and most got donated after 2 wears.
Interesting! You’re one of lucky ones — there have been many reports of the woolen uppers developing holes.
I was surprised when my 25 year old techie son recently bought a pair of Allbirds, because I thought they were an old-lady brand! I (53) was getting a lot of ads for them online, and they seemed to stress comfort, like other brands aimed at older women. I had no idea, until I read the recent article you quoted, about their history and recent decline. So yes, a problem with branding.
Are you living in my hed? While tramping around with my dog this morning in unsexy black Cliftons, the hardest-core Hokas for the worst feet, I suddenly thought of those merino wool sneakers that were so cool a few years ago and were called… what? I liked the colors but they weren’t built for walking with cranky feet. Hokas are everywhere for a reason. They work hard and have a fun-loving obliviousness to fashion. I wish they made more colors for wide widths.
It’s telling that you couldn’t remember the Allbirds name!
This is so good. Hokas work because they also popped off during the clunky dad shoe era (e.g., Balenciaga Track and Triple S on the fashion end, New Balance 9060 on the normcore end). Timing, but also, sporty fashion people leaned into them because of comfort.
Yep!
Funny, as soon as I read that quote about "sexiness" I thought no, nothing could be less sexy than these huge Hokas of mine, even the ones that aren't in ridiculous color combinations. And of course, you went straight there. Excellent argument.
I might wear Hokas if they’d agree to pay me to be a walking billboard for their oversized wordmark.
Nancy, I have met you, and frankly I doubt you would wear Hokas in public for less than eye-watering amounts of payola. Unfortunately my terrible feet need that cushioning...
Eye-watering amounts of payola? Bring it on! After all, I own and happily wear two pairs of these not-so-sexy sandals:
https://www.nordstrom.com/s/onfoot-on-foot-slingback-sandal/5780100
In all seriousness, cushioning is a no-no for my hypermobile feet. I need a firm foundation so I don’t develop blisters. YM, as always, MV. Literally, in this case.
I stumbled (maybe that's not the right word, but anyway) into wearing Allbirds when I realized so many "new wool" clothing items were damn comfortable in hot or cold weather. I was comfortably, fashionably chic!
But I do realize that I needed to treat my pair on the way side. I'll abuse various boots and trainers; they can take it.
And yes, learning about the full backstory now (finally!) makes me love them more. But I will treat them with care. Damn, and I got the replacement laces!
So what's a better brand name? Jumpers (as in, English foot sweaters)?
Someone on Bluesky suggested FLOCK. It’s birds! It’s sheep! It’s … woolly shoes!
And it's made of flock, a "tuft or particle" of wool or cotton, according to the OED. A pun trifecta. Stand out in the crowd! Wear...Flock?
Haha!
My knees need Bondi Hokas. Tried on all a Allbirdsbirds at Nordstroms Rack no less. Arch too high to wear them