How Allbirds Lost Its Way - WSJ
After the initial success of its original shoe, the Wool Runner, Allbirds tried to expand beyond its base of 30- and 40-year-olds to attract younger customers with more technical running shoes and other sneakers in brighter colors and edgier patterns. It also pushed into new categories—underwear, puffer jackets and golf shoes—but struggled to replicate the success of its first shoe.