Allbirds, known for making very comfortable running shoes made from environmentally friendly materials, has introduced its first shoe designed for jogging.
The step is more than logical, it is even surprising that this product has appeared only now. According to Tim Brown, co-founder of Allbirds, the company has spent a lot of time developing a really comfortable solution, ideal for recreational running.
Thus, the company enters the highly competitive sports footwear market, where it will have to face brands such as Nike, Adidas и Asics. However, the Allbirds brand is already strong enough in the US market to try to fight the giants. Shoes of this brand have already gained popularity among representatives of various professions, it is willingly worn by celebrities. It is highly likely that many will want to try it for jogging.
But there is another problem - US stores are closed for quarantine, and purchasing activity in general is noticeably weaker. But according to Tim Brown, due to the widespread closure of fitness centers, people are now running even more than usual. The fact that Allbirds running shoes should go on sale at the end of April became known even before the quarantine was announced. And apparently the company's management decided not to change (or simply could not change for any reason) the previously set plans.
In addition, the company is relying on online sales, offering consumers the opportunity to return shoes within 30 days of purchase if they do not like something. In times when people are not very in the mood for shopping, this can be a very good move.
But in general, things are not going well for the company. So, earlier it became known that its profit fell immediately by 90% due to store closures. Online sales increased by 35%, but still couldn't make up for the loss. In general, sales of sports shoes in the US in March fell by 40%.
The novelty from Allbirds is already on sale, the cost of one pair is $125. 4 variants will be available - Geyser (blue sole), Cyclone (light green sole), Flame (light red sole) and Thunder (white sole). Externally, the shoes are made in a recognizable design of the company.