Sidra Qasim is the visionary co-founder and CEO of Atoms, a Brooklyn-based sneaker company revolutionizing the footwear industry with its focus on comfort, innovation, and simplicity. Sidra’s entrepreneurial journey began in Pakistan, where she co-founded a fashion startup, Markhor, which later evolved into Atoms with the mission to make the most comfortable shoes in the world.
In this conversation, we cover:
The excitement of new shoe launches
Innovative design features of Atoms shoes
The importance of comfort in everyday footwear
The complexity of shoe design and functionality
The role of aesthetics in footwear
Collaboration and personalization in shoe design
Sidra’s journey and learning process
Navigating challenges as a CEO
Crisis management and team dynamics
Cultural representation in design
The future of craftsmanship and global influence
Some take-aways:
Customer-centric product design: Sidra emphasizes the importance of listening to customer feedback when designing Atoms’ shoes. The quarter-size innovation, which provides a more precise fit, is a direct result of paying attention to customer needs rather than relying on industry norms.
Resilience and adaptability: Sidra’s journey from co-founding Markhor to pivoting into Atoms shows the importance of being open to change and seizing new opportunities. She discusses how resilience—especially when facing setbacks or challenges—played a crucial role in both ventures' success.
Focus on everyday comfort and simplicity: Unlike most sneaker brands that prioritize athletic performance or fashion, Atoms was built with everyday wear in mind. Sidra and her team take an iterative approach to design, where each component of the shoe—such as breathability, fit, and material—is meticulously crafted for functionality and comfort.
Building a brand through authenticity and collaboration: Atoms has thrived by forming partnerships with tech innovators and creatives who resonate with the brand’s mission. Sidra believes that aligning with collaborators who share your core values enhances authenticity and strengthens brand loyalty.
Pandemic-driven shifts in business: Sidra addresses how Atoms adapted its strategy during the COVID-19 pandemic. The crisis underscored the value of community-building and the need for businesses to be agile and responsive to changing consumer behaviors.
Leadership through learning: Throughout the interview, Sidra touches on the importance of maintaining a growth mindset as a leader. By fostering a culture of learning, she encourages her team to think creatively and innovate beyond traditional boundaries.
