Atoms
Atoms is a Brooklyn-based direct-to-consumer footwear company founded in 2018 that designs and sells comfort-focused sneakers (Model 000, 001, Kids 123) featuring copper-infused antimicrobial linings and quarter-size precision fitting, serving 250,000+ customers through its e-commerce platform.
- Company typePrivate
- Founded2018
- HeadquartersBrooklyn, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Atoms does
Atoms is a Brooklyn-based direct-to-consumer footwear company founded in 2018 that designs and sells comfort-focused sneakers. The product line is anchored on three models — Model 000 (flagship everyday sneaker at $145-$159), Model 001 (premium fashion sneaker), and Kids Model 123 — differentiated by proprietary copper-infused antimicrobial lining, quarter-size precision fitting that addresses the sizing inconsistency of competitors like Allbirds, stretch laces for slip-on convenience, lightweight foam midsoles, and a consistent 8mm heel-to-toe drop. Shoes are designed in New York and manufactured in South Korea, with the company having served over 250,000 customers cumulatively.
The business operates primarily through its own e-commerce platform on atoms.com, supplemented by a B2B wholesale inquiry channel. Revenue is generated through one-time footwear sales and accessories (socks, laces, masks, gift cards), with purchase friction reduced via Affirm, Afterpay, and Klarna financing, an optional subscription service, and a 30-day return policy. Demand generation is driven by influencer endorsements (MKBHD, Jony Ive, Pete Docter, Shopify CEO Toby, TED's Chris Anderson), brand collaborations (DuckDuckGo Model 000 Meteorite, MKBHD collection), and earned media in Vogue, Esquire, Humans of New York, and Rolling Stone.
The company was co-founded by Waqas Ali (CEO) and Sidra Qasim (COO) and has raised approximately $10.1M across disclosed funding rounds, including an $8.1M round in August 2019 led by Initialized Capital with participation from Kleiner Perkins, Evolution VC Partners, Shrug Capital, and Proton Enterprises, and a subsequent $2M round in May 2025. The company also offers retail equity via WeFunder. Note: Travis Kalanick's separate robotics venture that adopted the "Atoms" name in 2026 is a distinct entity and is not part of this analysis.
Atoms firmographics
Firmographics- Name
- Atoms
- Legal name
- Atoms Inc.
- Website
- https://atoms.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Atoms is a Brooklyn-based direct-to-consumer footwear company founded in 2018 that designs and sells comfort-focused sneakers (Model 000, 001, Kids 123) featuring copper-infused antimicrobial linings and quarter-size precision fitting, serving 250,000+ customers through its e-commerce platform.
- Ownership category
- akta.pro rank
Atoms industry classification
Industry- Product category
- Comfort Sneakers / Footwear
- NAICS
- Shoe Retailers (45821), Footwear Manufacturing (3162)
- SIC
- Retail-Shoe Stores (5661), Footwear, (No Rubber) (3140)
- akta.pro primary industry
- Casual & Lifestyle Footwear (CRAAACAB)
- akta.pro secondary industries
- Sustainable & Eco-Friendly Footwear (CRAAACAH), Children’s & Baby Footwear (CRAAACAF), Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)
Keywords
Where Atoms is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Atoms business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Footwear Sales: Atoms generates revenue primarily through direct sales of its sneakers and accessories (socks, laces, masks) via its e-commerce platform. Products are sold at fixed price points with occasional financing options. The company offers a subscription service for recurring purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Model 000 - Standard sneaker with comfort features |
| Unit Pricing | Pay-as-you-go | Accessories - Socks, Laces, Masks |
| Other | Pay-as-you-go | Equity Investment via WeFunder |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Atoms product offering
Product offeringCore offering
Atoms designs and sells direct-to-consumer comfort-focused minimalist sneakers, including the Model 000 flagship everyday sneaker, the Model 001 premium fashion sneaker, and the Kids Model 123, complemented by accessories such as socks, stretch laces, face masks, and gift cards. The shoes feature proprietary copper-infused antimicrobial linings, lightweight foam midsoles, stretch laces, an 8mm heel-to-toe drop, and a quarter-size precision fitting system, and are designed in New York and manufactured in South Korea.
Product overview
Atoms is a footwear brand offering a focused product line centered on comfort-focused sneakers. The core portfolio consists of three shoe models: Model 000 (flagship everyday sneaker), Model 001 (premium fashion sneaker), and Kids Model 123 (children's version). The products share key technologies including antimicrobial copper-infused lining, lightweight foam cushioning, and stretch laces for slip-on convenience. The company sells directly through its e-commerce platform alongside accessories including socks, laces, masks, and gift cards. Atoms has pursued brand collaborations with DuckDuckGo (Model 000 Meteorite privacy edition) and tech influencer Marques Brownlee/MKBHD. The shoes are designed in New York, manufactured in South Korea, and retail at $145-$159.
Differentiator
Problem solved
Functional benefit
Products and services
- Model 000 Flagship everyday sneaker featuring antimicrobial copper-infused lining, lightweight foam cushioning, stretch laces for slip-on functionality, and an 8mm heel-to-toe drop. Available in multiple colorways including Bamboo Green, Black, White, Navy, and the DuckDuckGo Meteorite collaboration edition.
- Model 001 Premium fashion sneaker with proprietary two-part midsole construction, quarter-size precision fitting system, and antimicrobial copper technology. Designed in New York and manufactured in South Korea, positioned as a luxury alternative to brands like Common Projects and Golden Goose.
- Kids Model 123 Children's sneaker version of Atoms' signature design, featuring the same comfort technology including antimicrobial copper lining and lightweight construction, sized for kids.
- Atoms Socks Comfort-focused socks designed to complement Atoms shoes, available in no-show, classic crew, and mystery 3-pack options in various colors, priced around $15 per pair and $35 for a 3-pack.
- Atoms Stretch Laces Elastic laces that allow shoes to be slipped on and off without retying, a key feature of Atoms' easy-on/easy-off design philosophy, priced at $12.
- Atoms Everyday Face Mask Face mask product line positioned as an everyday wear accessory complementing the brand's lifestyle positioning.
- Atoms Gift Cards Gift card product allowing customers to purchase Atoms footwear and accessories.
Quantifiable outcome
- 94% of reviewers would recommend this product to a friend
- +2 more outcomes
Companies that use Atoms
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Atoms technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature5 records
Atoms partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and minor.
- DuckDuckGoflagshipAtoms partnered with DuckDuckGo (privacy-first browser) to create the Model 000 Meteorite limited edition sneaker. The collaboration emphasizes shared values of privacy (offline movement leaving no trace) and thoughtful design. The Meteorite Gray colorway required over 100 embroidery samples to perfect.
- ProntominorAtoms (robotics company by Travis Kalanick) is close to acquiring Pronto, a startup developing self-driving systems for industrial vehicles used in mining and construction environments. This acquisition would complement Atoms' focus on task-specific wheeled robots for industrial automation.
Scale indicators3 records
Recent moves8 records
Expansion highlights5 records
Atoms competitors and assessment
Company assessmentDirect peers
- Allbirds: Allbirds is the most directly comparable DTC sneaker competitor, mentioned by name in Atoms' positioning material as a peer the brand differentiates against (better fit precision, durability). Both are DTC comfort-focused minimalist sneaker brands at similar premium price points ($95-$135 for Allbirds vs. $145-$159 for Atoms) with sustainability positioning and direct-to-consumer e-commerce-first distribution.
- Vessi: Vessi is a DTC casual sneaker brand competing directly in the everyday comfort/lifestyle category. Both target urban professionals and style-conscious consumers seeking versatile, comfortable footwear at premium prices via direct-to-consumer channels.
- Cariuma: Cariuma is a DTC minimalist sneaker brand positioned similarly to Atoms — premium pricing, comfort-focused, sustainable materials, direct-to-consumer. Both target style-conscious urban professionals and emphasize ethical manufacturing.
- Rothy's: Rothy's is a DTC footwear brand built on sustainable materials and comfort innovation, serving the same style-conscious millennial/Gen-Z urban professional segment at premium price points via direct-to-consumer channels.
- Common Projects: Common Projects is referenced in Atoms' own positioning material as a premium minimalist sneaker benchmark. Both brands target the same style-conscious, design-aware consumer with elevated everyday sneakers manufactured in premium production facilities (Italy vs. South Korea).
- Greats Royale: Greats is a DTC premium sneaker brand founded in 2013 in Brooklyn, making it a direct geographic and category peer to Atoms. Both target style-conscious consumers seeking Italian-made or premium-construction sneakers at accessible luxury price points.
- Koio: Koio is a DTC premium sneaker brand based in Brooklyn/Italy with similar positioning to Atoms — minimalist design, comfort, premium Italian manufacturing, and direct-to-consumer sales targeting the same style-conscious urban professional segment.
Broad incumbents
- On Running: On is a now-public premium athletic/lifestyle footwear brand that has expanded aggressively into the everyday comfort sneaker category. Atoms competes for the same urban professional customer seeking premium comfort and style, though On has much broader SKU breadth and a global retail/wholesale footprint.
- New Balance: New Balance is a broad-line athletic and lifestyle footwear incumbent whose minimalist models (e.g., the 327, 574, 990) compete directly with Atoms in the everyday premium sneaker segment. Significantly larger scale, broader distribution, and broader SKU coverage than Atoms.
- Nike Inc. Nike is the dominant global athletic/lifestyle footwear incumbent whose everyday lifestyle models (e.g., Air Force 1, Cortez) compete in the same use cases Atoms targets — comfortable, versatile everyday sneakers for urban professionals. Vastly larger scale, distribution, and marketing budget.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Atoms social profiles
Digital presenceAtoms financial estimates
Financial estimateRevenue estimate
Valuation estimate
Atoms leadership team
Management profileNumber of profiles
Profiles4 records
Atoms funding detail
Funding detailFunding overview
Funding rounds3 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Atoms M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Atoms
What does Atoms do?
Atoms designs and sells direct-to-consumer comfort-focused minimalist sneakers, including the Model 000 flagship everyday sneaker, the Model 001 premium fashion sneaker, and the Kids Model 123, complemented by accessories such as socks, stretch laces, face masks, and gift cards. The shoes feature proprietary copper-infused antimicrobial linings, lightweight foam midsoles, stretch laces, an 8mm heel-to-toe drop, and a quarter-size precision fitting system, and are designed in New York and manufactured in South Korea.
Is Atoms a public or private company?
Atoms is a private company. It is classified as venture growth investor backed and is currently operating.
When was Atoms founded?
Atoms was founded in 2018. It employs 251 to 500 people.
Where is Atoms based?
Atoms is headquartered in Brooklyn, United States, in the North America region.
How does Atoms make money?
One revenue line is on record: footwear Sales.
Who are Atoms's main competitors?
Direct peers on record are Allbirds, Vessi, Cariuma, Rothy's, Common Projects, Greats Royale and Koio. Broad incumbents are On Running, New Balance and Nike Inc..
Does Atoms have an API?
No public API is recorded for Atoms.
What industry is Atoms in?
Atoms's product category is Comfort Sneakers / Footwear. Its primary akta.pro industry code is CRAAACAB, Casual & Lifestyle Footwear, with a secondary code of CRAAACAH, Sustainable & Eco-Friendly Footwear. Its NAICS code is 45821 and its SIC code is 5661.