Allbirds might have risen to prominence as a trainer company popular among the tech startup scene in San Francisco but it has its sights firmly set on becoming a global brand with purpose at its core.

Allbirds might be known as a trainer company popular among the tech startup scene in San Francisco but it has its sights firmly set on becoming a global brand with purpose at its core.

Allbirds has become something of a cultural phenomenon in the US. Launched in San Francisco in 2016, it quickly made its mark among the tech startup scene, so much so that it reportedly sold one million pairs in its first two years.

But Allbirds has much bigger aspirations. In recent months it has expanded to New Zealand, Canada and Australia, and it is hoping to crack the UK too.

The trainer market is notoriously competitive. Adidas alone sold more than 400 million pairs in 2018, while Nike, the global leader in sports footwear, had sales of more than $22.2bn last year. It is also booming as the trend towards athleisure continues apace, which is expected to grow 7% annually through to 2023.

Any new entrants need key points of difference. Allbirds believe it has this through its focus on sustainability, design and comfort. and with a marketing strategy that comes straight out of the direct-to-consumer playbook.

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