WIG: AllBirds

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The world seems to have a love-hate relationship with comfortable shoes. Remember Crocks? The rubber shoe/sandal that won the world for months and, afterwards, lost its respect, and is now remembered as something clumsy and tacky people wear on airplanes. It can be argued that Crocks was terrible at branding and their product didn’t transmit any confidence and modernity – that’s right where the new Allbirds thrive. With fabrication in wool and strong social media presence, Allbirds trainers deliver unprecedented comfort and softness to your feet. Products that are strong in targeted social media create a sense of community around them; regardless if they are phones, apps, clothes or even shoes.

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