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Homecommentary businessCommentary: How ‘ugly’ orthopaedic shoe company Birkenstock created a brand worth billions

Commentary: How ‘ugly’ orthopaedic shoe company Birkenstock created a brand worth billions

BATH, England: Asked to choose between a brown Birkenstock and a pink stiletto, most people would be able to make a fairly quick decision.

In this year’s Barbie movie, Weird Barbie challenges Stereotypical Barbie to make this very choice. To Barbie, the high heel represents a life of beach fun and dance parties, while the sandal means “knowing the truth about the universe”.

That the film’s director Greta Gerwig used a Birkenstock Arizona sandal to represent the truth about life says it all about this “ugly” orthopaedic shoe.

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