What's the BSci Behind... Birkenstock? (Issue #18)

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Hi there,

Happy New Year! This week we’re unpacking a summer staple and one of the most polarising footwear brands in the world: Birkenstock. When cobblers Johannes and Johann Adam Birkenstock began stitching shoes in a tiny town near Frankfurt back in 1774, they were solving a simple problem: how to make the most comfortable shoes possible. 

Fast forward 250+ years and that humble orthopaedic idea has grown into a global footwear powerhouse reporting roughly €2.1 billion ($3.5 billion AUD) in revenue in 2025, and double-digit growth across every region.

The Catch:

Birkenstocks are incredibly divisive. Some people swear by them and sport them proudly; others call them ugly, daggy, and something your hippy-nan would wear - so how have they stood the test of time?

Let’s take a look at the strategies that keep these sandals flying off shelves:

• The Pratfall Effect: We appreciate imperfections. Birkenstock are unapologetically daggy and their “ugliness” signals authenticity, making them more likable because they prioritise function over image.

• Authority Bias: When icons like Steve Jobs and Kate Moss wore Birkenstocks, they quietly validated the brand. If influential people choose comfort over cool, maybe you should too?

• Sunk Cost Fallacy: Don’t abandon your hard work. They take time to wear in, and once you’ve  survived the break-in period, you’re invested… and weirdly proud of it.

• Zero Risk Bias: We’ll pay extra to avoid disappointment. With Birkenstock, there’s no gamble: you know you’re getting support, comfort and feet that don’t hate you by 3pm.

💡 BSCI Takeaway For Marketers💡

Birkenstock proves you don’t need to be universally loved, you just need to be brilliant where it counts. They’ll never joke about support, but they’re more than happy to cop a few laughs about the look. By owning comfort so much that they remove all risk, they’ve turned a divisive product into a deeply trusted one.

Behaviourally yours,

Dan Monheit