Tim Brown, a professional soccer player turned designer, and Joey Zwillinger, a sustainability-focused entrepreneur, discuss the creation of Allbirds. They talk about their inspiration, the challenges of launching their unique shoe concept, and how they built a billion-dollar brand. They also touch on their commitment to sustainability and the importance of luck in their journey.
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Quick takeaways
Building a strong brand and delivering a great product are crucial for long-term success.
Maintaining a healthy and strong working dynamic in a partnership is as important as the business strategy.
Allbirds prioritizes sustainability and is committed to delivering comfortable and sustainable wool shoes.
Deep dives
Launching with High Demand and Inventory Sellout
All Birds launched their website on March 1st, 2016, with the intention of selling comfortable and sustainable wool shoes directly to consumers. They quickly sold out of their initial inventory of 15,000 pairs within a week and a half. The launch was both exciting and stressful, but they realized that they needed to maintain focus and not let success get to their heads. They understood that building the brand and delivering a great product were crucial for their long-term success.
Overcoming Partnership Challenges
Despite the initial success, Tim and Joey faced challenges in their partnership. The stress of launching the business and experiencing rapid growth led to tensions and miscommunications between them. However, they recognized the importance of their partnership and their shared vision for the company. They committed to working through their challenges, open communication, and acknowledging the need for their complementary skills to build a successful business.
The Importance of Prioritizing Relationship and Communication
Tim and Joey realized that managing their relationship was just as critical as managing the business operations. They learned to prioritize open and direct communication, avoiding the accumulation of unresolved tensions. Understanding that their partnership was as important as the business strategy, they actively worked on maintaining a healthy and strong working dynamic, relying on their mutual respect and low ego approach to problem-solving.
Launching Wall Shoes on Kickstarter
After returning to London, Tim decided to launch Wall shoes on Kickstarter. He renamed the design multiple times and settled on calling it Three Over Seven. He found a factory in Portugal to make samples and shot a video on a sheep farm in New Zealand to promote the shoes. The Kickstarter campaign went live in March 2014 and quickly raised $120,000 in four days.
Overcoming Challenges and Partnering with Joey
After the Kickstarter campaign, Tim faced challenges in fulfilling orders, including a manufacturing mishap where men's and women's shoes were made in the same size. Joey, a customer of the Kickstarter, reached out to Tim with advice and eventually became a partner in the business. They navigated financial struggles, factory bankruptcies, and challenges with sustainability. Today, Allbirds is valued at over a billion dollars and continues to prioritize its commitment to sustainability.
Growing up, Tim Brown discovered he was very good at two things: design and soccer. While playing professional soccer in New Zealand, he was turned off by the flashy logos on most athletic gear. He started making simple canvas shoes for his teammates, but soon discovered a better material: soft merino wool from his country's plentiful sheep. Meanwhile, on the other side of the world, his future business partner Joey Zwillinger was frustrated that most companies lacked a genuine commitment to sustainability. In 2015, Tim and Joey teamed up to create Allbirds, a company with two ambitious goals: create the world's most comfortable shoes, and do it in a way that was completely carbon-neutral. Today, just three years after launch, Allbirds is worth $1.4 billion. PLUS, for our postscript "How You Built That," how Kirby Erdely saw a problem with flying beach umbrellas and developed a new kind of tent stake—with a twist.
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