How The Woobles Built a Cult Brand: Product, Not Marketing
Can you build a beloved consumer brand around the joy of making something with your hands?
Matt Bertulli and Mike Beckham sit down with Justine Tiu and Adrian Zhang, Co-Founders of The Woobles — a crochet kit brand born from a personal journey through burnout, self-discovery, and a Brooklyn apartment full of hand-stamped packaging. What started as a side hobby became a business with Super Bowl airtime, a McDonald’s Monopoly partnership, and a spot on Shark Tank … where they walked away from every deal.
The conversation covers the concept of “fiero” — the feeling of doing something you once…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.