Environmental Protection, Allbirds Released Natural Materials Running Shoes

In April 28th, Allbirds, the new shoe shoe brand featuring sustainable development, released its first functional running shoe series, Dasher.

Dasher series running shoes are made from Brazil sugarcane, South Africa's renewable Eucalyptus fiber and New Zealand Merino wool, and thousands of miles of biomechanics tests have been conducted by professional athletes and amateur runners. The aim is to reduce carbon footprint as much as possible. According to official data released by Allbirds, the average carbon footprint of each Dasher running shoe is 9kg CO2 equivalent. The carbon emissions of Allbirds products in transportation are also calculated in the overall emissions of enterprises, while Allbirds's overall carbon footprint has been offset to zero.

Nowadays, the running industry often urges us to speed up with the non sustainable production mode. The excess "pay" has already led us into the "ecological overdraft" state. Therefore, Allbirds hopes to give priority to renewable natural materials rather than continue to use the oil based plastic that will eventually be buried in the recycling station or in the ocean to produce shoes. This is also the original intention of the birth of Dasher series.

The Allbirds brand started in 2016. Tim Brown, co-founder and CEO of Allbirds and former New Zealand national football team, observed that most of the traditional casual shoes were made of synthetic materials, and their designs were often more flashy. So he thought of a joint renewable energy expert, Joey Zwillinger (Allbirds co founder and CEO), to design a shoe with comfort and sustainable development as the design principle.

Allbirds's first product prototype is casual shoes made of wool. After the prototype came out, the two founders launched a crowd raising campaign for their own wool shoes on the Kickstarter website, resulting in a mere 4 days to raise 120 thousand dollars. With initial funding, the newly established Allbirds is working. Six months into the market, some technology giants mentioned Allbirds shoes on Snapchat and Twitter, which made several sizes of men's money out of stock instantly.

Among them, Silicon Valley's "big guys" who have Allbirds shoes on their own feet include Google co founder Larry Page and Apple Corp CEO Timothy (Donald Cook), Apple Corp (Larry). In the performing arts circle, the famous actress Emmma Watson (Emma Watson) and Matthew McConnel McConaughey (Matthew McConaughey) step on their feet. And "little plum" Leonardo became a brand investor of Allbirds directly.

Two years after its establishment, the start-up has sold more than 1 million pairs of Allbirds shoes at a price of 95 yuan (RMB 677 yuan), with almost no cost of celebrities and advertising, in line with the DTC business model.

In the 2018 report on the rise of brand economy in twenty-first Century released by the Interactive Advertising Bureau of the United States, 250 notable Direct Brand Economy companies were listed, and the new brand Allbirds was on the list.

Today, Allbirds has developed the green EVA shoe sole material made from South Africa Eucalyptus fiber knitted fabric and Brazil sugar cane extract, and has been opened for all people (including competitors). Since the earth day in 2019, Allbirds has launched the "carbon fund" action plan to achieve carbon offset, thereby reducing environmental impact and achieving 100% carbon neutralization.