When a Story Isn't Enough

Allbirds had a great narrative. They just didn't have a sneaker brand underneath it.

There was a moment, maybe 2018 or 2019, where you couldn’t walk through a coffee shop in the Bay Area without stepping over a pair of Allbirds.

Not sneakerheads. Not hypebeasts. Tech guys. Product managers, startup founders, venture capitalists who wanted to signal they were thoughtful and low-key and didn’t care about status... while wearing a shoe that…