Wool Runner 2: Allbirds reimagines iconic first shoe that shot them to fame
03 November 2023 - 2:00PM
When Allbirds (Nasdaq: BIRD) debuted the original Wool Runner
in 2016, it was named “the world’s most comfortable shoe” by TIME
magazine, sold out in days, and became a celeb favorite and
wardrobe staple globally.
Now, Allbirds is ready to do it all over again.
Meet the Wool Runner 2: the original icon, back and
better-than-before with more than 15 brand new innovations and
upgrades, including (warning: shoe jargon incoming):
- Unparalleled comfort thanks to a series of
upgrades. A refined compound formulation of Allbirds’s
revolutionary SweetFoam™ midsole gives more cushion underfoot than
ever before; ZQ Merino Wool boasts temperature-regulating and
moisture-wicking qualities, plus a soft feel with or without
socks.
- Dramatically improved durability and structure
made possible by game-changing alterations including: an added heel
seam; re-engineered quarter reinforcements to maintain the
structure of the upper; a repositioned U throat, and a shortened
vamp.
- A refreshed, refined design approach that
includes a brand new midsole look with line detailing to add
texture and expression; puffed eyelets with single embroidery
stitching; and an altered bite line, particularly at the toe, for a
more proportional appearance.
- Radically improved fit made possible by
reversing the shape of the shoe’s tongue (from convex to concave)
and the addition of an anatomically-shaped heel last. Allbirds
underwent extensive wear testing to perfect the comfort of the Wool
Runner 2 to be suitable for all-day use, and has added half-sizes
to the franchise to find a perfect fit for every foot.
“The Wool Runner 2 is a dramatically improved product
experience. We focused our innovation engine on harnessing some of
the world’s most sustainable materials, alongside the many lessons
we’ve gained over the last seven years,” said Joey Zwillinger,
co-founder and CEO, Allbirds. “We’re retaining the understated
design of the iconic Wool Runner, while offering a modern aesthetic
to meet the needs of today’s customers, coupled with dramatically
increased durability and comfort.”
The original Wool Runner began as an idea from New Zealand
soccer player Tim Brown, inspired by the surprising qualities of
Merino wool, a super natural material from his homeland. It quickly
earned attention after being spotted on the feet of various
high-profile celebrities. Its minimalist design cut-through the
footwear industry as cultural norms shifted and sneakers became a
mainstay in wardrobes around the world, whatever the occasion.
"I first launched what would become the Wool Runner with a $450
budget, a video filmed on a family friend’s farm, and faith that
people would love these insanely comfortable shoes,” said Tim
Brown, co-founder and Chief Innovation Officer, Allbirds. “Our
growth since that moment has blown me away – but we’re still just
seven years into building a 100-year brand. And, for this next
chapter of the Allbirds journey, it feels fitting that we return to
our roots and reimagine the iconic shoe that started it all.”
The Wool Runner 2 ($110 USD) comes with a comfort guarantee,
allowing for no-questions-asked returns within the first 30 days if
the shoe’s comfort doesn’t exceed expectations. It is available in
half sizes across men’s and women’s, online at www.allbirds.com and
in stores now.
About Allbirds: Dreamed up in New Zealand,
Allbirds launched in San Francisco in 2016 with the ethos of using
sustainable materials to create the world’s most comfortable shoes.
With carbon reduction as its north star, Allbirds is paving the way
for a more sustainable approach to business through product
innovation, industry collaboration (like open sourcing its
footprint calculator) and being the first footwear brand to carbon
label all of its products. www.allbirds.com
Contact: Allbirds PR, press@allbirds.com
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