{
 "company": "allbirds",
 "as_of": "2026-10-07",
 "choices": [
  {
   "id": "allbirds-p01",
   "business": "Footwear and apparel brand",
   "category": "product",
   "dimension": "Entry product",
   "statement": "Allbirds launched with the Wool Runner.",
   "event_date": "2016",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB1"
   ]
  },
  {
   "id": "allbirds-g01",
   "business": "Footwear and apparel brand",
   "category": "go_to_market",
   "dimension": "Launch route",
   "statement": "The founders launched the Allbirds brand after testing wool-shoe prototypes.",
   "event_date": "2016",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AB2"
   ]
  },
  {
   "id": "allbirds-g02",
   "business": "Footwear and apparel brand",
   "category": "go_to_market",
   "dimension": "Direct distribution",
   "statement": "Allbirds sold through its own digital and retail channels.",
   "event_date": "2020",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB1"
   ]
  },
  {
   "id": "allbirds-g03",
   "business": "Footwear and apparel brand",
   "category": "go_to_market",
   "dimension": "Stores",
   "statement": "The store footprint had expanded to 22 locations.",
   "event_date": "2020",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB1"
   ]
  },
  {
   "id": "allbirds-p02",
   "business": "Footwear and apparel brand",
   "category": "product",
   "dimension": "Materials",
   "statement": "The product range used merino wool and tree-derived textile platforms.",
   "event_date": "2021-09-15",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB1"
   ]
  },
  {
   "id": "allbirds-p03",
   "business": "Footwear and apparel brand",
   "category": "product",
   "dimension": "Soles",
   "statement": "Allbirds used sugarcane-based SweetFoam in footwear.",
   "event_date": "2021-09-15",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB1"
   ]
  },
  {
   "id": "allbirds-p04",
   "business": "Footwear and apparel brand",
   "category": "product",
   "dimension": "Weather use",
   "statement": "The Mizzle line addressed wet and cold conditions.",
   "event_date": "2021-09-15",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB1"
   ]
  },
  {
   "id": "allbirds-p05",
   "business": "Footwear and apparel brand",
   "category": "product",
   "dimension": "Performance expansion",
   "statement": "Allbirds expanded into performance footwear.",
   "event_date": "2021-09-15",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB1"
   ]
  },
  {
   "id": "allbirds-p06",
   "business": "Footwear and apparel brand",
   "category": "product",
   "dimension": "Apparel",
   "statement": "Allbirds offered apparel as well as shoes.",
   "event_date": "2021-09-15",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB1"
   ]
  },
  {
   "id": "allbirds-g04",
   "business": "Footwear and apparel brand",
   "category": "go_to_market",
   "dimension": "Positioning",
   "statement": "Allbirds emphasized simple design, comfort and natural materials.",
   "event_date": "2021-09-15",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB1"
   ]
  },
  {
   "id": "allbirds-p07",
   "business": "Footwear and apparel brand",
   "category": "product",
   "dimension": "Apparel retreat",
   "statement": "Allbirds discontinued certain first-generation apparel.",
   "event_date": "2022",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB6"
   ]
  },
  {
   "id": "allbirds-p08",
   "business": "Footwear and apparel brand",
   "category": "product",
   "dimension": "Core focus",
   "statement": "Management announced a more focused product strategy.",
   "event_date": "2023-03-09",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB7"
   ]
  },
  {
   "id": "allbirds-g05",
   "business": "Footwear and apparel brand",
   "category": "go_to_market",
   "dimension": "Retail restraint",
   "statement": "The transformation plan called for slower US store openings.",
   "event_date": "2023-03-09",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB6"
   ]
  },
  {
   "id": "allbirds-g06",
   "business": "Footwear and apparel brand",
   "category": "go_to_market",
   "dimension": "Wholesale",
   "statement": "The transformation plan included selective third-party distribution.",
   "event_date": "2023-03-09",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB6"
   ]
  },
  {
   "id": "allbirds-g07",
   "business": "Footwear and apparel brand",
   "category": "go_to_market",
   "dimension": "International model",
   "statement": "Allbirds planned to evaluate distributors in some international markets.",
   "event_date": "2023-03-09",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB6"
   ]
  },
  {
   "id": "allbirds-g08",
   "business": "Footwear and apparel brand",
   "category": "go_to_market",
   "dimension": "Business disposal",
   "statement": "Allbirds sold footwear assets and related liabilities for $40.7 million in cash.",
   "event_date": "2026-06-09",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB3"
   ]
  }
 ]
}