Allbirds

Tim Brown wanted to make the world's most comfortable sneaker using natural materials. He sourced merino wool that regulated temperature and absorbed sweat. He used sustainable materials for the sole. In twenty fifteen, he launched Allbirds with a simple message: comfort and sustainability from sustainable sources. Brown never bought an Instagram ad. He didn't pay for influencers. Instead, he got a profile in Time Magazine under the headline "The World's Most Comfortable Shoes." The New York Times covered his sourcing story. TechCrunch wrote about the Silicon Valley founder leaving venture capital to make shoes. The press came to him. Earned media was so powerful that paid advertising seemed wasteful.